Assignment 15 - Figuring Out Buyer Behavior No. 2

• Find three people who would fit that segment and arrange to interview them. I interviewed three people for this assignment, Britney, who is a resident where I work who is a dental student, Jamie, who is in one of my classes and works part time as well as being a full time student, and Alec, who is a recently-graduated friend of mine that moved out of the Gainesville area for work.
• Begin with alternative evaluation. I found that price and the user interface mattered the most to those in my segment.
• How/where do they buy? They would buy the product online, either through the Apple Store or on an Android marketplace, and they would pay out of pocket. I do not believe I would need to provide financing due to the low price of the product.
• Post-purchase evaluation. I believe they would find gratification in leading a healthy lifestyle. The app is supposed to making the journey to a different lifestyle much easier and painless, so they would be satisfied based on the results of feeling better, losing weight, or whatever their personal goals may be.
• Report the findings.

Britney is a resident at the apartment complex that I work at, and we have become friendly over the time that she has lived there. However, I know that she struggles with her weight and eating healthily due to being in dental school. She has talked to me so many times about her level of stress and lack of free time in the graduate program. Of course, that came up when I interviewed her as well. She loved the concept of the app and did not seem to mind paying a small $1 or $2 fee for something that would be so useful to her. She did stress that the app would need to be easy to use, because she found many actual "diet" apps were not. 

Jamie is a busy undergraduate business student that feels like he rarely has time to cook based on having a job, being involved on campus, and being a full-time student. He was excited by my app idea for ReFresh, and said that the price would be more than worth it as long as the app did what I had mentioned. His only concern was that he uses his meal plan occasionally, so for college students I may also want to provide "the healthiest restaurants on campus" or something along those lines. 

Alec works full time now and has a hard time adjusting to the fast-paced life of Miami, so he was very interested in my app idea. Especially because his area already has so many options, he said it would be very nice to be able to narrow those down and know he's making a healthy choice. The price, for him, did not seem to be a factor. 

• Draw conclusions. Most of the people that I have interviewed did not care about paying a dollar or two for the app if it was as useful as I have led them to believe. I was a bit surprised by this, because I know sometimes college students are very budget conscious, especially if they do not have enough information about a product. They are much less likely to buy it. Ease of using the app seemed to be the biggest concern among respondents, so when creating the app I will make sure it is very straight forward and streamlined.