15A: Figuring Out Buyer Behavior No. 2

Segment: College students age 17-23

#3) Person 1: This person believes that the most important factor to them is price. If they are deciding to eat out, they want something cheap. For example, if they are on Archer, they would rather go to Steak and Shake than Relish in an attempt to save money. This person does work two jobs and the have lots of expenses that they take care of. Thus, it is important to them to have a place to have a good time, but to be satiated for minimal expenses.

Person 2: This person prioritizes quickness and efficiency over all else. She has a relatively busy schedule and she believes her time is precious. She is taking a lot of really difficult classes this semester and she rarely has time to get food. She tries to combat the long lines at peak eating times by bringing or making her own food while studying. However, she would like to be able to get in and out of restaurant quickly if she does decide to eat out.

Person 3: This person believes food quality is most important. He thinks of himself as a foodie and really searches for the most quality restaurant or the best food recipes. He even buys the best of the best groceries, but only in small amounts. Though he doesn't have a lot of money, he does direct that money to the most quality restaurants, just in a lower frequency.

#4) All of the people that I interviewed are more likely to come into a restaurant to get food. I am pretty sure that this has something to do with the cost of delivery or delivery apps. Person 2 was the most willing to use a delivery app to get food. She wanted to reduce the waiting time that she personally experienced and she wanted to be able to focus on study during that time without having to commute to get food.

#5) Person 1 said that the way they feel after looking at the final price makes helps them know if it is a good decision or not. This person knows if they start to think that this could affect their future bills, even slightly, then it wasn't a good choice. Person 2 said she knows if a purchase was not a good idea if she finds herself wondering if she is going to be able to finish an assignment or finish studying while waiting in line for something. Person 3 said the the decision comes when they start eating the meal. If they don't like it or can't seem to find its uniqueness then they would think that it was a bad purchase. If they are able to say they would go back then it was worth it for them.

#7) Based on these responses I have realized that there are a lot of different dynamic factors that drive buyer behavior. I think that one of the most important things that I learned is that you have to try to differentiate yourself in a lot of ways to reach just your target market, but not too much so that you are not trying to reach people not in your target market. I also learned that people want you to be available and approachable as a restaurant. This correlates to lower wait times and less high priced foods.