Figuring Out Buyer Behavior No. 2

Interviewed:

Alison Reed

(25 years old, International Business student, Female, American)

Sergio Marquez

(22 years old, Finance student, Male, Colombian)

Sandra Martínez

(21 years old, Nursing student, Female, American/Venezuelan)

Do you like to buy online or in a store?

Alison: In store

Sergio: In store but would like to buy online.

Sandra: Online

Are they more likely to use cash or will they finance the purchase?

Alison: Credit or debit card

Sergio: Credit card

Sandra: Debit card, gift card, contactless

What supermarket do they do their shopping in?

Alison: Walmart & Publix

Sergio: Walmart & Aldi’s

Sandra: Publix

What’s the most important thing to consider when buying products?

Alison: That they have the product I need. Price, quality, flavor.

Sergio: Price and how much product it contains.

Sandra: Quality, nutritional value, flavor, if I need it, if I like it.

Does packaging influence your decision?

Alison: Sometimes.

Sergio: Not really, I buy value brands if they are cheaper.

Sandra: Not unless it’s a special edition (like Coca Cola or Campbells).

Do you usually buy value brands, off-brand, or products with no brands?

Alison: Yes, I don’t care if it’s the product I like.

Sergio: All the time.

Sandra: If it tastes better or the same.

Would you buy something you’ve never tried before if a friend recommended it?

Alison: If they thought I’d like it (like chocolates, or a new flavor of cereal) sure!

Sergio: Yeah, I don’t mind.

Sandra: I am picky with what I know I like. I’d try it, but I wouldn’t buy it without trying.

Alternative Evaluation:

Toothpaste

Colgate / Sensodine

Alison: Sensodine

Sergio: Colgate

Sandra: Colgate

Chips

Lays / Cheetos

Alison: Cheetos

Sergio: Cheetos

Sandra: Lays

Detergent

Tide / Arm&Hammer

Alison: Tide

Sergio: Tide

Sandra: Arm&Hammer

Greek Yogurt

Danone / Chobani

Alison: Danone

Sergio: Either

Sandra: Chobani

Shampoo

Herbal Essences / OGX

Alison: Herbal Essences

Sergio: ---

Sandra: OGX

Findings: Sandra seems to go towards the product of more “quality” despite of price, always. Sergio responded with a shrug to all the options, he usually buys great value or brandless products. He only seemed to care about Cheetos, because he loves Cheetos Flaming Hot, so he makes that choice based on taste of the product. Alison gave it a bit more of thought in each category, and this tells me she actually pays attention to what she’s buying.

What matters most to you when you think back on the 'rightness' of the purchase?

Alison: If I got good value for my money, not spending on things I don’t need, being able to return in case something doesn’t fit or I don’t like.

Sergio: Having stayed on budget, that the food lasts enough time, that I didn’t make impulse buys.

Sandra: If I like it and I’m going to use it often, if I could’ve found the same product somewhere else but cheaper.

What helps you determine the purchase was a good idea?

Alison: If I enjoy it and it lasts me a long time.

Sergio: If it was a bargain, if I will use it often, if it makes my life easier or more fun somehow.

Sandra: If what I buy I truly wanted and I’m going to enjoy using it, if it makes me want to buy it again.

What sorts of things makes you think a purchase was a bad idea? 

Alison: When a product is not of a good quality, if it breaks or spoils easily, if it was too pricy for what it was.

Sergio: When I find the same product cheaper somewhere else, when it comes with too much product and it spoils, when I spend money I don’t have in something I don’t need.

Sandra: When something doesn’t fit me as I would like, or when I buy something because everyone else has it even though I don’t really want it.

Summary:

The interviews went well. I wanted to focus on grocery shopping items, but sometimes the answers diverted to things like clothes or accessories or even cars, I think, because the questions were a little bit general. I think all the interviewed care a lot about value, good quality for a good price. They care about competitive prices, they are loyal to brands they know and care about, but they are willing to try others if they offer the same or similar product at a better value. Sergio cares a lot about value because he can’t spend much money on groceries, while Sandra cares more about quality. Alison weighs both against nutritional value, quantity and how much product they can purchase for the same amount of money. Most of them prefer online shopping but bother to go to the store when they can’t, and they all rather pay by card, they don’t carry cash anymore. They all seem satisfied with their shopping if they are acquiring something, they are familiar with. They would feel dissatisfied if the quality wasn’t as promised, or if they had spent money unnecessarily.

Conclusion:

From the answers I gathered, I believe people already know what they want to buy, especially when it comes to groceries or daily-life products. They don’t give it a lot of thought, and they care more when it’s a large sum of money to spend (like on clothes, electronics or a car, for example). They rarely compare brands, and they usually buy what they know they like, what they have tried before, or what they have been purchasing since they lived with their parents. The would be willing to try new things if offered a significantly better value for their money, while maintaining the quality. Money seems to be a defining factor, they are alright with the idea of buying off-brand or value items as long as they do not decay in value. Purchase decision in this segment is more random, and doesn’t mean a great deal, hence, there isn’t really a heavy impact on their post-purchase feeling as long as there isn’t something terribly wrong with the product, or they got something they didn’t really need for a big sum. Overall, college students appreciate familiarity, value (quantity and quality for a good price) and commodity to purchase their groceries.