Wednesday, February 27, 2019
Buyer Behavior
I found this round of interviews much more surprising than I did any of the others. You hear about trends in shopping with the increased use of technology and we all know our personal buying behaviors so we are apt to think that everyone acts this way. However, I found this is not the case. While it is slightly skewed to the online side, many more people than I thought still shop in stores (brick and mortar).
What I found is that while yes, price matters, the people that I spoke with were more concerned about the reputation and feedback of the product. They were more than willing to pay a little more, ONLY if the product had better reviews and was proven to last longer. Style was a close segment for my segment with price coming last. I am an avid Amazon shopper, and while I agree that quality matters I tend to sometimes sacrifice that for a cheaper price due to being on a budget.
While I expected everyone to say they shopped online, I got a lot of responses saying they did a little research on the internet but ultimately chose/prefer to shop in person. They want to be able to physically see and hold what they plan to purchase.
Post purchase, they seem to contemplate first whether it works as expected and then secondly, whether they enjoy it as much as they thought before they bought it. I think this is fairly standard for everyone but many might judge the style aspect upon first sight.
I think, overall, when evaluating alternative choices, people are more drawn to quality/customer feedback then almost equally, but slightly less, to price. While we are definitely in a time of people being below middle-class lines, if they are going to spend money on something they want it to be of quality and to last them a while. Of course there are exceptions to this and to every buying aspect but that is my perspective.
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I completely agree with your conclusion of your buyer behavior no. 2. I myself do not like to online shop. So many times, I’ve ordered things and it isn’t what I thought it would be. I like to try things on and feel the material of it, so I know it is good quality. Another thing you could think about it boutique and specialty store or pop up shops. These I feel like are becoming more popular and if set up in a good location you could really take off with your product.
ReplyDeleteHi Lisa, being a consumer myself I agree with your statement in your blog post about buyer behavior. Most times I do look for quality over the price of the product. This especially rings true for the goods that I value for example, clothes and shoes. However, I do find that the things that I personally don't value for example, a glue stick, I am fine with choosing the cheapest glue stick rather than the quality.
ReplyDeleteI can see how these results would come about, given that we as Americans often haggle over the prices of things with less feedback such as gasoline or other necessary products but something that many people have strong opinions on like fast food, there is an unspoken sort of understanding. The price isn't the concern, nor is the accessibility; it's pure and simple quality that everyone agrees on.
ReplyDeleteHi, I totally agree with your conclusion. I think that most consumers think that a good quality experience is the best thing they want for their product and they are willing to pay more for that. On top of a good experience, I found that most consumers want convenience more than anything, and want something that will save them time. In one of my interviews, someone said "when it comes to me being comfortable, I'll sign a blank check"
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