15A – Figuring Out Buyer Behavior No. 2

Interview 1: The first person I interviewed was a 21 year old college student. He said that price definitely matters, but his end goals are what ultimately help him make his decision. This would basically be the style and quality of education that he bases his decision of alternatives around. My product is a service, so it is more likely that the customer goes to my service. He says he would definitely finance this since it will be a pretty large expense. He believes this decision is completely based on his mindset. His career field will be the ultimate decider of if he made the right decision.

Interview 2: The next person I talked to is a general manager of a company branch. He is well educated and does not really have a need for my service. He said that if he was looking at alternatives, at this point, price would be the biggest factor to him. Quality does matter to him, but when you're older it's more about the best price and the most time efficient service. In this case, I think my service would be a top option.

Interview 3: My last interview was with an 18 year old female looking to attend a university. She says she is looking for a form of education that provides the best quality, bang for the buck, and best fulfills her end goals. She plans to finance her education and only her and her family are involved in the purchase decision. If she ends with a job in her dream career field then she will determine that her decision was a success.

The biggest alternative to my service is certainly university. The purchase decision is really mostly the buyers decision and is based on that person's end goals. The post purchase evaluation mostly depends on the job that the customer later obtains.