15A – Figuring Out Buyer Behavior No. 2
1) Three people who would fit that segment and interviewing them - not people I've already interviewed.
Student at Starbucks at Marston prior to COVID-19 updates at UF.
Student at Starbucks at Marston prior to COVID-19 updates at UF.
Student Employee at Starbucks at Marston prior to COVID-19 updates at UF.
Student at Starbucks at Marston prior to COVID-19 updates at UF.
Student Employee at Starbucks at Marston prior to COVID-19 updates at UF.
3) Beginning with alternative evaluations.
1. Going to Dunkin' Donuts
2. Drinking/brining coffee from home
3. Buying an energy drink
When given these interviewees these set of alternatives 2/3 said they would go to Dunkin' Donuts and 1/3 stated they would bring coffee from home. The 2/3 had similar answers regarding just wanting quality coffee to start their day and only went to Starbucks because it's more consistent than Dunkin' Donuts. The 1/3 stated that because they work at Starbucks, it is the most convenient regarding location and wait time. If they had to choose an alternative, they would just make/bring coffee from home. However, they added that they do get tired of drinking it and would like another option on campus.
1. Going to Dunkin' Donuts
2. Drinking/brining coffee from home
3. Buying an energy drink
When given these interviewees these set of alternatives 2/3 said they would go to Dunkin' Donuts and 1/3 stated they would bring coffee from home. The 2/3 had similar answers regarding just wanting quality coffee to start their day and only went to Starbucks because it's more consistent than Dunkin' Donuts. The 1/3 stated that because they work at Starbucks, it is the most convenient regarding location and wait time. If they had to choose an alternative, they would just make/bring coffee from home. However, they added that they do get tired of drinking it and would like another option on campus.
4) How/where they buy
For the alternative options, the transaction is completed through buying it in a store or shop. Therefore, they are likely to use cash or card to finance the purchase. They could also buy these online to be shipped to their homes, but none of these interviewees would purchase them online.
For Whidbey Coffee, the actual transaction for this segment is completed by buying it in a store or shop. Therefore, they are likely to use cash or card to finance the purchase. The franchise also has an online store, where customers can buy their coffee beans and attire.
For the alternative options, the transaction is completed through buying it in a store or shop. Therefore, they are likely to use cash or card to finance the purchase. They could also buy these online to be shipped to their homes, but none of these interviewees would purchase them online.
For Whidbey Coffee, the actual transaction for this segment is completed by buying it in a store or shop. Therefore, they are likely to use cash or card to finance the purchase. The franchise also has an online store, where customers can buy their coffee beans and attire.
5) Post-purchase evaluation.
What matters most to these customers is location. Location on campus specifically. With quality coffee as second most important. Price was a close third for 2/3 of these interviewees. They stated that Starbucks is expensive but you pay for the location and easy accessibility on campus.
Aspects that help them determine is the purchase was a good idea were if it was quality coffee, close to where they needed to be, and if it was a quick purchase. The aspects that helped them think a purchase was bad was if it was bad coffee, a long wait time, and farther from where they needed to be after their purchase.
What matters most to these customers is location. Location on campus specifically. With quality coffee as second most important. Price was a close third for 2/3 of these interviewees. They stated that Starbucks is expensive but you pay for the location and easy accessibility on campus.
Aspects that help them determine is the purchase was a good idea were if it was quality coffee, close to where they needed to be, and if it was a quick purchase. The aspects that helped them think a purchase was bad was if it was bad coffee, a long wait time, and farther from where they needed to be after their purchase.
6) Reporting my findings. Simply summarize your interviews.
When given these interviewees these set of alternatives 2/3 said they would go to Dunkin' Donuts and 1/3 stated they would bring coffee from home. For the alternative options, the transaction is completed through buying it in a store or shop. Therefore, they are likely to use cash or card to finance the purchase. What matters most to these customers is location. Location on campus specifically. Secondly is quality of coffee. Price was a close third for 2/3 of these interviewees.
When given these interviewees these set of alternatives 2/3 said they would go to Dunkin' Donuts and 1/3 stated they would bring coffee from home. For the alternative options, the transaction is completed through buying it in a store or shop. Therefore, they are likely to use cash or card to finance the purchase. What matters most to these customers is location. Location on campus specifically. Secondly is quality of coffee. Price was a close third for 2/3 of these interviewees.
7) Drawing conclusions.
Based on what I know about this segment and what I learned when conducting my interviews, I would succinctly describe this segment in terms of the following:
Alternative evaluation: Customers would rather go off campus to Dunkin' Donuts if they could not go to a Starbucks and purchase coffee. Customers are less likely to prefer purchasing an energy drink.
Purchase decision: Customers within this segment are completing these transactions in-person with either cash or card. For both Starbucks and the alternative options.
Post-purchase evaluation: Customers care about location on campus, then quality coffee, then price. Aspects that help them determine is the purchase was a good idea were if it was quality coffee, close to where they needed to be, and if it was a quick purchase.
Based on what I know about this segment and what I learned when conducting my interviews, I would succinctly describe this segment in terms of the following:
Alternative evaluation: Customers would rather go off campus to Dunkin' Donuts if they could not go to a Starbucks and purchase coffee. Customers are less likely to prefer purchasing an energy drink.
Purchase decision: Customers within this segment are completing these transactions in-person with either cash or card. For both Starbucks and the alternative options.
Post-purchase evaluation: Customers care about location on campus, then quality coffee, then price. Aspects that help them determine is the purchase was a good idea were if it was quality coffee, close to where they needed to be, and if it was a quick purchase.
Hi Caitlyn. I love reading how your idea has progressed because I'm an avid coffee drinker as well. I think one of the most interesting findings in your interviews was the ranking of factors importance. For me, I think quality would be most important, followed by price and then location. However, I think this is because I usually make my coffee from home to save money. When I do plan on going out to buy a coffee, which is usually one or two times a week, I feel like I'm treating myself so I can justify spending a couple of extra dollars for a coffee I would really enjoy. Keep up the good work! Maybe my insight can help you a little bit.
ReplyDeleteHi Caitlyn, it is telling that those interviewed prioritized location among all other factors of purchasing coffee on campus. I agree with this as well, location is key when you are a student on campus who wants to get things fast and is not able to travel very far. It would be important for you to consider location and price as the top 2 factors to grow this kind of entrepreneural idea on a college campus. I think Starbucks, the main competitor, does not pose as much of a threat in terms of quality. They mainly pose a threat in consistency, reliability, and location, while offering above average quality. Therefore, thinking of ways your coffee chain can match their personable service and accessibility would be key.
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