15A- Figuring Out Buyer Behavior No. 2

Rather than interviewing individuals who are considered shoppers in stores, I will be refining my segment to those who are responsible for purchasing my system. In the last buyer behavior assignment, I got slightly carried away and interviewed a segment that would use my system, but not be the ones to buy it. My segment is now refined to be stores where employee drive and eager to make a sale causes customer to leave.

Interview 1: Manager of Bath and Body Works in Gainesville, FL

Alternative Evaluation- The manager feels the style of the system implemented is most important. Because the idea of a system that allows customers to choose an item that indicates whether or not they need help in a store has not been presented before, there isn’t any providers other then me. The alternative would be for the store to create an item that represents them and their products culture.

How/where do they buy? - Bath and Body Works will most likely buy online and pay cash because it is a one-time fee. The system will not need to be renewed until the items like the bags, carts, or pins face wear and tear, therefore it would be another one-time fee.

Post purchase eval- They will know it was the right purchase when they see their sales increase because their customers will no longer get annoyed and leave the store because of their annoying employees.

Interview 2: Manager of Whole Foods in Gainesville, FL

Alternative Evaluation- The manager feels the quality of the carts will be most important because there is ample customer traffic in and out of the supermarket each day. The alternative would be to manufacture their own different colored carts store-wide.

How/where do they buy? - They would purchase online in bulk for cash because once the system in implemented the only thing they would face is repairs of the wheels on the carts.

Post purchase eval- They will know it was a good purchase when their customers can shop through the store more efficiently and faster. The customers won’t be bothered by employees and may be able to purchase more things because they are relaxed, which result in more sales for Whole Foods.

Interview 3: Manager at American Eagle

Alternative Evaluation- The manager feels that the quality matters most, so that they will not have to purchase the system again. The alternative would be to create the bags on their own so that they be sure it is of good quality.

How/where do they buy? - They would most likely purchase online once with cash because it is a small amount of money for a store that is all over the world.

Post purchase eval- They would know it is the correct purchase after seeing less and less customers walk out of the clothing store empty handed.

Conclusion: I feel like all the interviews I conducted responded similarly. Each store in this segment responded similarly because they all have the same problem. The problem they have is that they are losing customers due to their employees being too pushy and eager to close a sale. Each interviewee seemed to identify an alternative based on what they would think is best for their type of store. Because they are invested in their store culture, they feel they can implement something better and not as generic as what I would offer. Also, the purchase decision was the same for all of them because I am offering an inexpensive one-time fee. In addition, they would all be pleased with the product after seeing it in use by the customers.