Figuring Out Buyer Behavior No. 1
1. Pick a segment: For my segment, I am going to pick college students.
Interview 1: The first person I talked to is a 19 year old scooter owner. He said he becomes aware of the need every time he hears of a scooter accident, or someone getting a ticket from not wearing a helmet. Often times this is talking with friends, or eavesdropping on conversations around campus. Although they become aware of the need, they usually do not try to remedy it. They like to avoid thinking about it because they think that it won't happen to them. They said they are a very cautious driver and will be fine.
Interview 2: The second person I talked to is a 20 year old scooter owner. She said she becomes aware of the need every time her dad asks her if she has bought a helmet yet. As most college students are, she feels financially constrained; since most people don't wear helmets, she feels that she doesn't have to get one either. She said that she does feel bad when her dad asks her the question so she usually looks at Amazon to get one, but is discouraged when she remembers that they are all too expensive. She also said that she drives extra cautious because she knows there are horrible drivers in Gainesville.
Interview 3: The last person I interviewed is a 21 year old scooter owner. He said that he becomes aware of the need when he has to scoot home. He lives off of 34th, and he said that scooting on a big road like that is very intimidating. When he goes to search for one he usually just searches google, sometimes eBay to find them. He hasn't bought one yet because he is hoping his mom will buy him one for his birthday coming up. He just recently got a scooter, so he hasn't had this need for very long, but he feels it often.
Conclusion: I know that awareness for my need exists, the problem is getting people to act on this need. I also see now that a low cost is crucial to my plan. I knew that students wanted something trendy, but I realize now that they want it trendy without it breaking the bank. If I can do both of these things, then I will succeed.
Interview 1: The first person I talked to is a 19 year old scooter owner. He said he becomes aware of the need every time he hears of a scooter accident, or someone getting a ticket from not wearing a helmet. Often times this is talking with friends, or eavesdropping on conversations around campus. Although they become aware of the need, they usually do not try to remedy it. They like to avoid thinking about it because they think that it won't happen to them. They said they are a very cautious driver and will be fine.
Interview 2: The second person I talked to is a 20 year old scooter owner. She said she becomes aware of the need every time her dad asks her if she has bought a helmet yet. As most college students are, she feels financially constrained; since most people don't wear helmets, she feels that she doesn't have to get one either. She said that she does feel bad when her dad asks her the question so she usually looks at Amazon to get one, but is discouraged when she remembers that they are all too expensive. She also said that she drives extra cautious because she knows there are horrible drivers in Gainesville.
Interview 3: The last person I interviewed is a 21 year old scooter owner. He said that he becomes aware of the need when he has to scoot home. He lives off of 34th, and he said that scooting on a big road like that is very intimidating. When he goes to search for one he usually just searches google, sometimes eBay to find them. He hasn't bought one yet because he is hoping his mom will buy him one for his birthday coming up. He just recently got a scooter, so he hasn't had this need for very long, but he feels it often.
Conclusion: I know that awareness for my need exists, the problem is getting people to act on this need. I also see now that a low cost is crucial to my plan. I knew that students wanted something trendy, but I realize now that they want it trendy without it breaking the bank. If I can do both of these things, then I will succeed.
Hey Mike,
ReplyDeleteI think this is great you are really hitting the nail on the head with this idea and I think there is definitely more to expand upon. I do agree with you that your need awareness exist and you can definitely tap into your identifies market. I think its hilarious when Pryor talks about the horrible demographic of "college kids" but I think this product isn't necessarily a want but it is a life or death need especially in Florida.
Hi Michael,
ReplyDeleteIt is evident from your interviews that the need for your product exists in your target market. Advertising for this product will be key in finding the right angle to push your demographic past interest to need. Also, finding ways to advertise for free could really help while you are in the launching phase of your business. It sounds to me that you have a noble cause that will benefit the scooter riders on campus and the campus safety office. You can probably get some free publicity for your business by promoting it through the university, this would help your bottom line in the beginning, until you establish higher dollar advertising campaigns.
Hi Michael,
ReplyDeleteI have heard of several people getting into scooter accidents at UF. Personally, all my friends that own a scooter do not wear a helmet so I definitely think there is a need for this opportunity. I agree with you that people acknowledge the need but they just do not act on it. Your interviews show that people just need to be pushed a little more to actually wear it but the need is there. Great job!
Michael,
ReplyDeleteI do not own a scooter, but my roommate has one and she thankfully wears a helmet. She is one of very few individuals I've seen around town actually wearing a helmet, however. I wonder where she got her helmet and if it would be affordable for other students. Based on your interviews, the economic consequences of purchasing one are of great concern to scooter drivers. However, they should consider the economic repercussions of getting into an accident which are much greater. It's interesting, however, that with NS4L so close by, they are not promoting helmets or lowering prices to make them more affordable for many.