Figuring Out Buyer Behavior pt.2

Interview 1

Price did not really matter for my first interviewee. She was more concerned with the safety and comfort of the car. Since she has 3 sons she said she feared one day getting the call that they died in a car accident. After hearing about my product she said she would feel more secure allowing her kids on the road with and without her. 

My interviewee said she would much rather purchase her car online. Before buying a car she goes and test a similar model because she likes to actually get a feel for the car. She wouldn’t want to waste her money on a car that may look nice but drives awful. 

What my interviewee found as “rightness” of purchase is that the car offers everything and more then when she got to test the car out. If the car can last her until her kids go to college she would be more than happy with her purchase. Also the feeling of not needing a new car after would make her believe she made the right choice. When she buys a car she wants to feel like there wasn’t a better car for her.

Interviewee 2

For my second interview i chose to speak with a man with multiple businesses. He said prices can be an issue for some but he is pretty well off so when it comes to a car he likes to show off. His last car was a bmw but he did not enjoy how his car looked like everyone else’s. He then went and paid and extra $10,000 to do add-ons to the bmw. He then felt he wasn’t getting his money's worth because he had to do all the adjustments to enjoy his cars look. 

As a businessman he likes to see his products before he invests his money into it. When he goes in and has a solid conversation about a car he likes that when he feels that he has made the right purchase. He also likes to write off his cars as fast as possible. He brings in cash up to a certain amount because he usually gets a better deal for paying in cash. 

As stated earlier, he feels that he has made a bad purchase when he buys something and it’s not how he wants it for example, his bmw. He thinks a rightness purchase is he can drive a car off the lot with no regrets. When he drove his bmw off the lot he felt that he was missing something and not getting the best “bang” for his buck. 

Interview 3

For my third interview I chose a young female entrepreneur. She dropped out of college to chase her dream with a business she started on her own at the age of 16. Since she started her own business and didn’t have much to start with cost was a major issue. Since the growth of her company she now feels comfortable to spend more money if the product is truly worth it. If she found a cheaper knock off brand that got the job done she would also choose that over something that cost 2x the price just because it’s a “better known” brand. 

She likes to look online and see her options. From there she looks at comfort, gas mileage, cost, perks, and safety. By then she has made her list small enough that she can choose what’s the best car for her to purchase. 

She feels that she has made the right decision about a product when she does not need extra services to better understand the product. If the product doesn’t clearly show its perks at why that product is the best then she feels she’s wasting her time. If the perks are hard to find and use then she wouldn’t use the product which means she feels she is losing her money. 

Reflection

For my segment I chose to work with high income families or homes because I thought it was a good fit for my product. For high income families and homes, most seemed to not struggle with money so when it comes to buying cars they would rather go for quality over quantity. Style is also a huge factor when it comes to purchasing cars. A common factor ever car buyer finds important is safety. Cars that are more unsafe than others are typically not purchased by families because they do not really on those types of cars. They would rather make sure their family is safe at the end of the day even if it makes then have to drive in a car that doesn’t have the best looking features. When it came to buying cars it was kind of what the customer preferred. Some liked to pay in increments and others preferred to pay as much as possible in cash. I think when it comes time for me to buy my first car I would follow in my first interviews footstep in testing the car out in person but purchasing it online so I can get all the perks added on. Out of the people I interviewed they all seemed that having a car that could last them 6-10 years without any major issues is a right purchase for them. 

Conclusion

Many people would look at other cars due to the price difference. What people are losing by buying others cars is the safety and the amount of time that they could have spent doing something else is being used for the person to focus on the road. I also understand that my product may not be for everyone and can be considered a luxury. I would guarantee my customers 100% satisfaction or their money back. It’s not fair for someone to have to deal with a car they don’t enjoy especially because they will have to ride in this car for at least a year based on how often the customer purchases car.