Assignment 15A

I again stuck with the segment of people who bring their lunch to work. This time, I interviewed another family member, my aunt, and two of my friends that work for different companies.

When asking them questions in their interviews, a few things were constant. They all picked alternatives based on price and quality. Two of them mentioned looking at other customer reviews while choosing a product and they want a relatively low price tag. One of my friends said that style is usually something that he chooses products based on but when I brought it into context of my idea he said that it wouldn’t matter. Overall, the buying factors were mostly based on price and quality.

When talking about where they buy things, my friends were different than my aunt. My aunt said that she likes going in the store and actually seeing a product there in person where both of my friends, which are my age, shop online mostly and have stuff delivered by amazon. All three of them said that they either pay with cash or with a credit card that they pay off on time. Neither of my friends I interviewed had personally financed any purchase but my aunt has and said that she only finances large purchases, like a car.

All three interviewees stressed the importance of expectations and reality. When they receive the product or get it home, they want it to work as described and in the case of online shopping, be representative of what they saw online. They all agreed that bad purchases are those that are not what you expected or don’t work as described.

Summary/Conclusion: My segment generally chooses alternatives based on price and quality. They also expect that their purchase works as it was advertised and also is a quality product. I think this segment represents most peoples’ purchasing decisions and post purchase evaluation.