Assignment 12A- Figuring out Buyer Behavior No.1
Assignment 12A –
Figuring Out Buyer Behavior No. 1
Choosing a
segment:
For this assignment, I
am choosing the market segment that my idea originated in: college students who
live in college towns and do not own scooters. All three of my interviews were
conducted with the University of Florida undergraduate and graduate students
who do not yet own scooters. I varied the interviewees by making sure two lived
off-campus and one lived on campus in order to get different perspectives. None
of them have experienced their scooter getting stolen, but they all know people
who have had their scooter stolen.
Interviews:
Each
of the interviews that I conducted lasted 10 or more minutes in length. Some of
the questions that I asked are listed below?
- Are you considering buying a
scooter in the near future?
- Would you personally buy a
scooter lock?
- Would you have purchased a
scooter earlier if there were better ways to keep them safe?
- If businesses offered this lock
with the purchase of a scooter would you be more likely to get one?
- What are your main concerns
about owning a scooter?
What I learned:
From
interviewing college students that are thinking about purchasing scooters, the
main thing that I learned was the market for individuals is smaller than the
business market. Many individuals are aware of the risks of theft, but have the
mentality, “it won’t happen to me.” If businesses offered these locks with the
purchase of a scooter, potential buyers identified that they would be more
likely to purchase a scooter sooner. They liked that they were getting a bonus
for the same price, and said they would buy from the companies that added this
protection.
In
order to remain competitive in Gainseville, all of the companies would have to
have a deal with the antitheft locks. Therefore, selling the locks straight to
scooter companies seems like a better market. Of course, we could have online
or retail sales for individuals who already own scooters. However, it would be
mutually beneficial for the scooter companies to include the locks with the
purchase.
How I would describe
this segment:
I think there are a lot
of students who are considering buying a scooter, but they are considering the
risks first. This segment identified that they would not personally buy the
locks, but that they would be more inclined to finally purchase a scooter if
the locks were included. I would assume that once businesses were presented
this, they would be drawn to make a deal.
I also think sporting goods stores would be helpful to include as a possible segment. They could include this as a “package deal” as you included in your previous post. Or even bookstores at colleges, they have the market of college students who will visit at least once a semester (for books), they could be hanging close to the register as a grab and go before check out.
ReplyDeleteI think your idea of having scooter retailers include your locks as an added benefit in buying a scooter from them is a great idea! I know if I were in the market for a scooter, I'd want the benefit of added protection to secure my investment. I also think this could be expanded to motorcycle sales, and possibly bicycles as well. I think the questions you asked were thorough and you obtained helpful information that will help maximize the sales of your product. Good job!
ReplyDeleteHi Mady! I love that you purposely decided to vary your interviewees so that you got some different perspectives. You made a great distinction that this product will probably be more viable in the business market rather than the individual market. I don't own a scooter, but I can imagine that this type of product is something that people would more often buy when they are purchasing their scooter. I would definitely consider all the different ways people get to campus and maybe think about expanding this idea beyond just scooters. Many people get around by bike and a few people at my apartment drive motorcycles, so this is definitely something to consider.
ReplyDelete