15A - Figuring Out Buyer Behavior No. 2


            My interviews gave me insight on the average customer’s purchasing behavior. All three of the interviewees had similar preferences and primary factors that play a role in their purchasing decisions. The first interviewee said that she focused more on price and time, especially when it comes to delivery services. Delivery always has a booking fee, which makes the transaction more expensive. She also said that she would pick the fastest and most efficient alternative, even if it means going to the place herself. She said that when looking back on the purchase, she decides if it was a good idea if the service/purchase was a reasonable price and if it was delivered in a satisfactory and expected time period. The second interviewee said that time and quality mattered most when comparing alternatives. He decides if he was satisfied by the purchase if it was delivered to him fast enough, for he does not like to wait long for things. The third held price as the most important factor. If the purchase price was not reasonable, or the product/service did not satisfy his needs for the price he paid, he decides it was not a good purchase. All of the three interviewees happened to prefer purchasing things online, rather than going to the store. Their explanations for buying things online was because there is more of a selection online. While they all prefer purchasing products online, they all prefer financing rather than paying in cash. The interviewees use their credit card the majority of the time.
            From these interviews, I can conclude that a grocery delivery service would be satisfactory if it would deliver groceries in an efficient time period. A booking fee is inevitable; however, I would find it reasonable for the booking fee to vary depending on how far the delivery is. While all of the interviewees prefer to purchase goods online, I easily correlated this with the fact that selecting groceries online gives the customer a wider variety of groceries to choose from. One Whole Foods may have one product, while another does not. As long as the customer gets the groceries on time, for a reasonable price, and without error, they will be satisfied.

Comments

  1. Haonan WangOctober 20, 2019 at 10:15 PM

    I agree with you by interview other people can give us a rough image of how consumer purchase decision changes among different individuals. Also, I believe that each consumer values things differently based on their beliefs and culture. Moreover, I think shopping online is becoming part of the main channel of this generation. Overall, I think you did a great job of interviewed 3 different people with slightly different needs.

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  2. Minseok MunOctober 21, 2019 at 1:51 AM

    Nicolette,
    It is great to see that your interviews helped you specify and narrow down the standard of reasonable booking fees. I agreed with your interviewees that if the purchase price was not reasonable, there won't be much of an incentive to use the delivery service since the opportunity cost will be time. While somebody could value his/her time so much that he/she could be willing to pay expensively for the time saved with delivery, others might not value them as much.

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