15A – Figuring Out Buyer Behavior No. 2

1) Report the findings. Simply summarize your interviews.
Interviews

INTERVIEW 1: 35-year-old woman who has just moved in her fiancee’s house.

·     Most important factors when buying led lights:

1.       Price

2.       Power consumption

3.       Brand

4.       How the light adapts to every room

·     She is most likely to buy led light in a general store. She says she won’t buy them online because she doesn’t want to wait (not even for one day). She prefers paying with cash.

·     She thinks it’s a good product when it doesn’t consume much electricity, it’s ecofriendly and it’s not that expensive.

·     She thinks it’s a bad product when the light isn't bright enough.

INTERVIEW 2: 66-year-old man who lives in his house

·       Most important factors when buying led lights:

1.       Price

2.       Brand

3.       Power consumption

4.       Lasting

5.       Watts

·       He is most likely to buy in a hardware store because there are more products there. He is not likely to buy online because he’s not familiar with computers. However, he would pay in both cash and with a credit card.

·       He thinks it’s a good product if it lasts long emitting much light.

·       He thinks it’s a bad product if it doesn’t last long.

INTERVIEW 3: Wife and mother of two

·       Most important factors when buying led lights

1.       Watts (depending on the room for which she needs the light)

2.       Saving

3.       Price

4.       Brand

·       She doesn’t mind buying lights online or at the store. However, she is most likely to pay with her credit card because she rarely uses cash.

·       It’s a good product when it lasts long, is cheap and ecofriendly and makes her save money.

·       It’s a bad product when it doesn’t last long and the light is too warm in terms of color, she prefers a light blue cool light.

2) Draw conclusions. Based on what you know about this segment and what you learned in your interviews, how would you succinctly describe this segment in terms of alternative evaluation, purchase decision, and post-purchase evaluation?

CONCLUSION: The segment gives importance to price and savings. Their ideal product has a good quality/price ratio, is ecofriendly and can easily adapt to every room of their house, lasting long. They are more likely to buy a product from a producer they trust in non-online stores. I think the key thing I realized was that the customizability of LED lights and the variety are the key to finding the unaccommodated niche or segment of consumers.