Alternative Evaluation
For my interviews, I had my "customers" choose between three choices to each highlight price, quality, and style. I had them choose between a program that was affordable but was average in quality and style, a program that was a little pricier but was really good quality and average style, and a program that was average price and quality, but had a really cool style/aesthetic.
The most popular choice was the program that was a little pricier but had good quality and average style. Quality was the most important factor in their decision as it pertained to the level of content they would be able to receive. Price was also a factor since most students don't want to be investing a ton of money since they don't have a lot of disposable income. All in all, all three parts contribute to the "customer's" decision.
Purchase Decision
For the purchase decision, I got mixed feedback as to if the high school program should be online or in-person. One of the people I interviewed suggested a hybrid set-up, where they are able to learn both in-person and online. Some people prefer it to be solely online so they don't have to divert any of their time at school and some like it solely in-person so they don't have to worry about it outside of school. I think it's a matter of personal preference and would find it beneficial to have it in a way that meets all three ways.
Post-Purchase Evaluation
For post-purchase evaluation, the biggest things that my "customers" consider is how much use they get out of the product, how much they like it, if it meets quality standards and maintains them, and if the price is justifiable. To determine if it's a bad idea, it's basically the opposite - if the price if outrageous, the quality doesn't last, changed opinions, or if the product gets less usage than expected.
Conclusion
To succinctly describe this segment, quality is the most important factor when choosing between alternatives, the purchase decision ranges based off of personal preference, and post-purchase evaluation is based off likability, expected quality, price range, and usage.
Ashley,
ReplyDeleteI thought it was a great idea to have customers actually choose between three choices to see if they placed more emphasis on price, style, or quality. I wish I had thought of doing this instead of just asking them an abstract question about it. I think that by doing this, you probably received much more insight into your typical customers opinions. Great job!
Hey Ashley,
ReplyDeleteThis was such a great post and I really enjoyed it. I liked the quality of this interview and the time and care you put into asking really important questions. The idea of the three choices was so cool it really opened my ideas on getting the right questions out. Overall this was an amazing post and you really took you time in this post.
Ashley,
ReplyDeleteI really enjoyed your post on buyer behavior. I think quality is of the upmost importance, just like those you interview said. The purchase decision for in-person or online is a matter of personal preference. I myself like to take classes in-person, but my friends would rather take their classes online. It depends on the person you are and having both those options is great. Overall I think you found great conclusions that will help your opportunity succeed.
Ashley, I really liked how you split up your questions into three categories making it so easy for the people you were interviewing to understand their needs and desires. When I did my interviews, I found that my customers also liked the high-priced option that was better quality. They said that they didn’t see the point in spending money on a product that wouldn’t work.
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