The outcome of this step is to produce a set of alternatives. Customers pick from among this set of alternatives. In this step, your job is to figure out how they do their picking. Does price matter the most? Does quality? Does style? Is there more than one factor that is important to your customer segment?
Being as my device is not being looked at that much and it's mainly due to safety, the style does not seem to matter to potential customers that much, but quality and price does. Potential customers will look at the reviews because they want to ensure that if they invest in their safety that they are getting a quality product. They would also like to do so at the cheapest price possible.
How/where do they buy? Elements of the actual transaction can help characterize your segment. Is your segment more likely to buy online or in a store? Are they more likely to use cash or will they finance the purchase? Etc. If this is a B2B purchase, who's involved in the purchase decision?
My segment does not use the internet as much as younger people, so they tend towards wanting to see things in person before they buy it so they buy in-store. However, they did tell me that advertising online may still be effective. They are definitely most likely to pay cash since the device shouldn't be expensive enough to need to be financed.
Post-purchase evaluation. What matters most to your customers when they think back on the 'rightness' of the purchase? What helps them determine the purchase was a good idea? What sorts of things make them think a purchase was a bad idea?
The people that I interviewed said that as long as something works as it was intended and meets their expectations as far as how well it works, they are normally satisfied with their purchase. So in the case of my device, if it does its job correctly and notifies the driver when a light is out, they would be satisfied with their purchase.
Draw conclusions. Based on what you know about this segment and what you learned in your interviews, how would you succinctly describe this segment in terms of alternative evaluation, purchase decision, and post-purchase evaluation?
In the case of my product it is fairly simple. The design doesn't matter too much. As long as the price is right and the product works the way it is intended, the customers that I sell to should be satisfied with their purchases.
Online shoppers always look at reviews so I think it’s definitely a great idea that your focus is on quality and price. Safety is also very important so I think people will buy this product just because it can help people prevent accidents. Online advertisements are definitely a great idea, considering that everyone is always on their phone or computer at some point in the day.
ReplyDeleteI really loved hearing the response to the 'rightness' questions. People want things that are easy and do exactly what they are meant to do. Nobody wants a faulty product. In terms of your product, consumers probably want something that is noticeable and works at all times. Especially with your product, your company would hold a lot of liability if the product doesn't work right and people get into accidents because of it.
ReplyDelete