15A – Figuring Out Buyer Behavior No. 2

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Begin with alternative evaluation
From this set of questions I found out that quality is one of the most desirable traits. The only one that stated quality wasn’t the most important trait (stated price #1) said price mattered only a little more than quality in this case. Interviewer number 1 stated that quality is the most important because it could be a matter of safety or later financial and time constraints if something isn’t built accordingly. Interviewer number 3 didn’t state style as the least important, differing from what I had previously gathered, because money isn’t too much of an issue and would like to have something that she appreciates and has really good quality.

How/where do they buy?
The main way my interviewees find architects are through word of mouth. So I assume my sustainable architecture should also follow suit. Interviewee number one stated that she first goes to trusted friends who have gone through the process before and want to hear their feedback. Secondly she would take some trusted flyers, from home depot, etc. She would definitely finance the project (as expected) and would likely not pay an upfront price. 

Post-purchase evaluation
My second interviewee mentioned that he would evaluate if his purchase was good by comparing the final product to comparable ones, and evaluating his price to the market price. Quality is how interviewee number three would compare the product. If she is very satisfied with her new house, and is excited about the sustainable features she would be very satisfied with her purchase. 

Draw conclusions
I gathered that in terms of alternative evaluation quality is a crucial aspect of my product, which I had already previously known. My product, sustainable architecture, has to have a very high standard of quality not only because of aesthetic but mainly for security reasons. I found out that I should market my product through flyers and definitely put my communicative skills to work to get a good word of mouth. Also completing good projects (on businesses/government) would help me a lot in building credibility. Post-purchase evaluation is more subjective. Quality is important to ensure satisfaction. I came to realize price is important, but relative to quality.

Comments

  1. Michael PuskarOctober 20, 2019 at 7:00 PM

    Hi Giovanna,
    I thought your post was very well formatted, which helped convey your post's main points. I thought it was good that you put a lot of thought into both the people you chose to interview and the questions you decided to ask. Doing so provided you with great feedback about your ideas. Overall, great job on the blog post, and thank you for sharing.

    ReplyDelete
  2. Rebekah SmithOctober 21, 2019 at 7:23 AM

    Giovanna, I had similar results when conducting my interviews. People tend to see if a product was worth it by comparing it to other products like it. I think your post was very well organized and easy to follow along to. I appreciate you being specific and giving all the requirements for the assignment. Your interview questions were smart questions to ask. Great job and thank you for sharing!
    Rebekah

    ReplyDelete
  3. Liv WardOctober 21, 2019 at 11:06 AM

    Hey Giovanna!
    I had similar results in that material quality and price were the most important considered qualities. Cost seemed to play a little more of a dominant role in my interviews, as my segment is different from yours but I think it’s really interesting you mentioned the importance of security in your product, as I had never really considered that aspect of a building material before.

    ReplyDelete

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