15A – Figuring Out Buyer Behavior No. 2

This time around for interviews I looked at school friends who go to the beach frequently. Giving the customers several different choices such as different sizes of Yeti containers and different sizes of coolers. Something that was noticeable was that many people acknowledge the high price of the yeti containers and how it would not be as beneficial to spend as much money to buy one container when you can spend the same for a good quality coolers that will hold several drinks. Several people would look at quality as an important trait of the item that they are buying but they prioritized convenience most of the time. One of the customers stated how that if they were going to the beach by themselves, a Yeti bottle would be perfectly fine for just themselves. The other two customers stated that if they were going with a large group then it would make more sense to bring a cooler for the entire group so there would be a variety of drink choice for the large group. All three customers stated that they would most likely buy the product at the store as they want to make sure that the quality. they chose was good and that it would actually be a convenient container that they could use at the beach. The person that is most involved in the purchase decision is the customer as target or whoever is selling this may just place it in their store, but the quality and convenience of the product has to sway the customer in purchasing this. The thing that matters the most to my customer when they think back on the ‘rightness’ of the purchase is whether or not it can help keep the drink cold for a long time. If the container they buy is not capable of keeping a drink at a correct temperature, then their purchase is a lost cause. Several things come into play when the three customers choose whether their product was a bad purchase such as the amount of time it keeps the drink at a correct temperature, how long the container itself lasts, and how convenient it is to carry around throughout the beach. These same things can be used in deciding whether or not a purchase was a good idea as this is the three main things this product has to do.

This segment has several different alternatives when it comes to this market. Their alternative evaluations though are mostly critical on how convenient the item they are looking at is compared to the other items. The purchase decision looks at quality and convenience as well as a beach person is going to want to make sure that their product is capable of handling any force that it might have to endure. The most important part of the post purchase evaluation is whether or not the drink can stay at a good temperature for a long time. The person will not be pleased if the drinks they carry to the beach are not still cold when they try to drink it. Another quality that is important is whether or not it is convenient, therefore the customer will be looking at whether or not it is convenient and the temperature of the drink is good to decide how whether or not the product was a good purchase.