Figuring Out Buyer Behavior No. 2: Assignment 15

After doing my interviews, I discovered that for my opportunity that there needs to be a balance between price and quality. It needs to be a high-quality service with a reasonable price. The freshmen and sophomores that I talked to this time seemed to really value quality. Therapy isn’t a one size fits all; there are some methods that work for other people and aren’t quite as effective.

The first guy I interviewed was a rising Sophomore who games a lot. He doesn’t go outside much so he prefers to order things online (via Amazon or the company’s website). The second girl found it uncomfortable talking to strangers, so I asked her how she went about problems with her computer. Does she take it into a store or does she call the computer company or does she use the online support chat? She said she would first either email or use the chat and then she’d take it into a store. The last guy that I interviewed was a freshman who works part-time at a restaurant. He said that he prefers to use cash for making purchases, but he uses his credit card occasionally. 

When my customers think about the “rightness” of the purchase, they think about how much they spent and how often they use the product or service. They also thought about longevity/durability. Something that made them think that a purchase was a bad idea is when the product breaks and the customer service isn’t able to help. For my app, there would always be someone available (24/7).  

This segment definitely prioritizes online purchases with quick delivery. It seems that younger people really do like the (almost) immediate gratification of buying something online and receiving the order confirmation email. It requires less effort than going to a store and browsing and then buying. So, my app is a perfect fit for this segment! When looking at the alternatives for mental health help resources, they pick ones that are highly recommended and reasonably priced.