15A – Figuring Out Buyer Behavior #2

Figuring Out Buyer Behavior

Interview 1: Carla a young student I interviewed has communicated with me that when she stumbles on a problem she quickly searches for a solution online or with peers. She argues about the lack of products or services that she encounters while trying to "Fix" her devices. Price is something on top of her list when it comes to "repairs" then the quality of the service. When I asked about the quality of the service she has told me some people are rude, others have erased her whole device without her consent. For her purchases, she told me it is almost all the time using a card or online. Her argument was that she purchased products/services based on online reviews and critiques. Her post-purchase valuations are based on service reviews on helpful websites like yelp or google. Carla has told me that a good price and good feedback affect her decision making into being a repeat customer of any service or product.

Interview 2: Janna a manager at my workplace, in charge of purchasing supplies and reaching out to services at work. When asked about the alternatives she says she either calls her husband to help her or requests help from staff. Her argument is based on the lack of need for such service, she told me that only a handful of times she has she taken her devices to get repaired when she did the job was not done properly. When evaluating her purchases/services she bases her decision on time, price and overall experience after receiving the service/ product.

Interview 3: Mauricio a 24y/o student, very introverted. He argues that he usually does not have the time for fixing defective devices. his alternative evaluation consists of the reliability of the service to complete the work, minding the quality of such service. He tells me that he is usually extremely busy and has resorted to buying new devices in the midst of the previous ones braking or being defective. He finances these new purchases, he told me he is a bit bothered by the process but there are not many good places to fix things now. When receiving a service or purchase what matters most to him is the availability of the specific product, price, and reviews.

In conclusion, the buyer behavior process is easy on deciding whether to fix or replace a device, most people opt to fix the devices because of the data and information they contain, but have told me that they sometimes ultimately purchase a new device due to their "short" life span. Good reviews, price point, and convenience was a common factor in these interviews.