15A – Figuring Out Buyer Behavior No. 2

Segment: Buyers for personal need

1. Harrison Steele (UF student)

Sabrina Martinez (Santa Fe Student)

Austin Clark (Nursing Student) 

2. Alternative evaluation:

Price point was certainly a factor that couldn't be ignored across all 3 interviews, even though it was no the most important to all 3 interviewees. Sabrina admitted that price, of course, plays a part, but she mainly buys produce based on word of mouth and familiarity since she knows how to cook a set amount of dishes from what she ate growing up. So particular brands already have a foothold on her purchase, and it would likely take her trying the new product and knowing it was solid before switching. Harrison cared most about price since he is going to school mostly on loans and tries to limit where he spends as much as he can to allow himself to pay off some of the loans from his job while still paying living expenses. Austin cared about price to an extent but cares about quantity and quality equally since he prefers to buy in bulk, and of course, wants his food to taste good above all else.

3. How and where do you buy?

All three do most of their shopping at local supermarkets like Publix, super Walmart and Sam's club. Austin said he occasionally buys pre-proportioned meals online that come with the raw materials needed to prepare it. The other two said they were open to other types of purchasing but normal retail is most natural to them. 

4. Harrison considers his purchase solid if he got a good value on the produce, i.e. he used all of the food but still had plenty of money left over to afford the rest of his groceries. Sabrina and Austin cared most about taste, where if the food they made tasted great and they didn't break the bank in the process, they were satisfied.

5. It definitely is evident from these interviews that price matters and it matters a lot since all three mentioned it, and most customers often compare prices when deciding between two similar products.

However, the method was eye-opening for me because I wasn't aware of the pre-proportioned meal process, and definitely think it would be a good idea to capitalize on it. 

6. Conclusions: This segment is a strong hybrid of price and quality. Based on these interviews I should evaluate the price point of hydroponics. Since at face value it will likely be more expensive I will have to accommodate for this likely either through value campaigning of the difference it makes for the environment, or alternative forms of purchasing like partnering with pre-proportioned meal makers, or selling directly to customers in bulk, which is cheaper than retail sale.