15) Figuring Out Buyer Behavior No. 2

Customer Segments: For my product, I have 2 customer segments. One segment is focused on B2C and the other is focused on B2B.

Alternative Evaluation:

From the interviews, I conducted with average health-conscious consumers between the ages of 21-30. Two attributes that were consistent with how customers in my segment do their picking when it comes to sanitizer is convenience and price. For example, one of my interviewees mentioned that when it comes to deciding between pocket-sized hand sanitizer or if he had the option to use a sanitizer near a gas pump he would use the latter. He said, “that would be cheaper and a lot more convenient for me”.

How/Where do they Buy?:

The customer can use either option of buying online or in person. When it comes to buying online customers could purchase directly from my website. On the other hand, when it comes to in-store purchases customers can buy from retailers such as Walmart, Target, Publix, and more. For example, the customer that would purchase online would more than likely be a restaurant manager. When speaking to an interviewee who would help their boss make purchasing decisions, it is much easier for them to purchase online because they save money on transportation.

Post-Purchase Evaluation:

When it comes to post-purchase satisfactory, my interviewees agreed that a purchase is a good idea if it benefits them by making their lives easier and if they continue to use that product. They also said it would be a bad idea if the purchase was made impulsively, it does not benefit them, and they no longer use the product after 24 hours.

Interview Summary & Conclusion: 

All three of my interviews provided good insight into my product. Each of the interviewees helped me realize that they want a product that is convenient, cheap and something they need for the long-term. In addition, from the interviews, I came to the conclusion that this particular customer segment wants a product that is easy to use. And when they are making a purchase decision that they want more than one option. Some B2C customers may find it easier to purchase in-store. However, some B2B customers may want to purchase it online. Overall, my customers want to be satisfied with the product they use and they want a product that can benefit them.