Assignment
15A – Figuring Out Buyer Behavior No. 2
Report findings and Draw Conclusions:
In
all of my interviews, I learned that price is a very important aspects in terms
of deciding whether or not they should buy something, since being a college
student usually means being on a strict budget and trying to spend as little as
possible. However, all three people I interviewed also addressed another aspect
of the product that they considered important and a critical factor in making
the decision to purchase it or not.
In my
first interview, my interviewee said that if there was a deciding factor in
whether or not she were to make a purchase to get an app, price was a big
thing, since most of the apps she gets on her phone are free. Another thing she
considers when wanting to get an app is whether or not the icon is appealing to
her. If she finds the icon eye-catching, she will then tap on it to see the
features of the app, which includes the screenshots of what the app looks like
when in use. If the features are what she needs and the layout of the app looks
like its easy to use, she will make a purchase. So, in her case design plays a
very important part in making a purchase of an app on her smartphone.
In my
second interview, the interviewee focused more on how she would determine
whether or not her purchase was a good one. In terms of apps, he would pay
attention to whether or not the app glitches, if getting to certain features
and using it can be confusing and difficult, and if the features that were
mentioned in the summary were as helpful as he thought they would be. For him,
the app being user-friendly and the features being as helpful as was advertised
are what determine whether or not the app was a good purchase.
In my
third interview, my interviewee said she usually goes to the user reviews on
the app’s info page to determine whether or not she should actually make the
purchase. Before that, she chooses the app whose icon is most eye-catching to
her and also scrolls through the provided screenshots of the app being in use
to see if the app looks as good as the icon does. For her, quality plays a big
part in making a purchase as well as design.
Overall,
this segment taught me that when it comes to purchasing an app, the app design
and quality are critical in addition to the price. All of my interviewees have
said that if it were cheap, they would attend a class or go to a professional
to teach them or help manage their finances, but using an app is the most
convenient thing for them since they all have smartphones that they keep on
their persons throughout the day. In addition to app design, I should also
consult someone about making it user-friendly so that the app is easy to use
for people who aren’t used to navigating themselves through different features
of an app.
Hi Kaitlyn!
ReplyDeleteIt seems like all of your interviews gave you valuable information on how your segment chooses apps. I can relate most to your first and third interviews because I focus on the aesthetics and the opinions of others to choose which apps to purchase. While its obvious that price matters to most college students, I think its interesting that your interviews gave you insight on other aspects that matter such as quality.
Hi Kaitlyn,
ReplyDeleteI can definitely tell each of your interviews were thorough and you got some really good information that could effect your product! I was impressed with how you incorporated your product into the interviews as well as your reflection summary. I completely agree with the first and third interview as I am scrolling through the app store I focus on which icon is more my aesthetic and appealing to my eye.
Kaitlyn, I completely agree with your first statement given above on how price is the biggest influence in the decision to buy a product. As college students, many of us don't have cash just laying around to spend on products that aren't necessary.
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