15A-Figuring out buyer behavior

Q1: When picking out a product to purchase, what matters the most?  Quality, style, or price?
Q2: How do you usually purchase your products?  (Online, in-store, etc)
Q3: If you decided to purchase a desk locker, would you pay for it in cash or card and who would be involved in the purchase decision?
Q4: What criteria do you use to determine whether or not a purchase was "good" or "bad"?

Interview One: Lawrence
1. He explained that it really depends on the product but that as a broke college students, price definitely plays a large role in his decision but usually quality is the most important.  Sometimes style is important but he said that getting a quality product for a good price is the main goal.

2. He usually makes most of his purchases online because of the convenience factor.  However, for some products where trying them on is beneficial, he purchases them in-store.

3. He said that if he decided to purchase this particular product that he would use a credit or debit card and that he would be the only person involved in the purchase decision.

4. Lawrence explained that he determines the success of a purchase by thinking about how many times he uses it, how well it performs, and how easily it fits into his life.  He also told me that it is important to make sure you get what you pay for.

Interview Two: Sabrina
1. She told me in our interview that she focuses more on style and quality than price because she believes that in order to find a good product, you have to be willing to spend enough money to ensure its quality.

2. She purchases all of her products online because it lets her shop at any time she wants and she feels that the transactions are more secure.

3. She said that she would pay for the locker using a card but she also explained that if her university decided to purchase them for the school, there would be more people involved in the purchase decision such as committees dedicated to testing the product.

4. Sabrina explained that she decides if a purchase is good by how many times she uses it and if she feels that she got as much use out of it as she paid for.  Bad purchases to her are products that you don't use and paid far too much for.

Interview Three: Craig

1. Craig explained to me that he is most concerned with quality and price over style when it comes to making purchases.  He doesn't worry about style and he just wants to make sure that he is getting a product that will last a long time at a fairly cheap price.

2. He purchases most of his products in the store because he feels that even though it might be less convenient, seeing a product in person is the best way to determine the true quality of what you are about to purchase. 

3. He said that he would pay for the locker using a card if he were purchasing it for just himself but if the university purchased it, then administration would be heavily involved in the purchase decision as well as the student body because the students would be the people using it. 

4. He said that he defines a good purchase by how much the product helped him in the way it was designed to and if he feels that he didn't make an unnecessary purchase or spend too much money.

Summary: My target segment focuses a lot more on quality and price rather than style but sometimes style is important depending on the product.  They purchase their products with credit/debit cards way more than in cash and they usually make purchases online but sometimes it is better to see the product in person before you buy it.  The product would need to be affordable and well-made.