15A– Figuring Out Buyer Behavior No. 2

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1) For this assignment I have chosen to interview three people in my sorority since they are all dedicated students and are also within the segment of college students that like to go out.

3) Based on my interviews, I found that the students chose their places to eat mainly based on location and price.  While the quality of the food is important to them, they all explained that they are on a tight budget and didn't want to waste all of their money on late-night eats.  Additionally, they described the importance of location because they do not like to have to uber to multiple places and want to save money by going somewhere that is in walking distance from the place that they are hanging out.

4)My segment explained that they are most likely to go to the restaurant in person rather than ordering a delivery service online because they did not feel that breakfast food would stay fresh and would not be as good if heated up in the microwave.  They also explained that it would be really cool if the restaurant could use venmo as a form of payment due to the fact that it is so popular in college and makes splitting food so easy.

5) The interviewees said that they know that they would be confident that they made a good purchase if they got a good portion of quality food for their price.  They explained that they feel they get ripped off sometimes because while some food may be cheap, they are not given a lot of it and are not fully satisfied about consuming it.  Also,they would feel that they made a bad purchase if they could not find an option of something that they would like to eat and spent too much money after going out.

6- 7) Overall, I am confident that college students that go out are a great segment to target because they are likely to get a late night snack and return during the day.  Through these interviews, I feel that the place can be made very college-friendly through methods such as venmo and having a variety of options to satisfy large groups.

*(I recognize that there is no number 2 but I wanted to keep the numbering the same as listed on the assignment which is what is above:) )

Comments

  1. UnknownOctober 21, 2018 at 1:52 PM

    Based on your interviews, your business might benefit from having an "a-la-carte" section on the menu so that students can get simple "snacks" when they visit your restaurant after a night out. Or maybe you could have a separate section on your menu that is catered to the students at night with specials and combos that stay within the average student's budget. Overall, this assignment helped to show that college students would be a good target market for your idea. Great post!

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  2. Max WahbaOctober 21, 2018 at 2:23 PM

    It seems like the people you interviewed will all fall into your segment and have very similar criteria when it comes to your product field. The only thing I would question is the correctness of your sample as the three person you interviewed are from the same sorority. (I could use this argument against my assignment too as I did the same thing). Work well done and we can definitely see the progression of your work.

    ReplyDelete
  3. UnknownOctober 22, 2018 at 3:42 PM

    I am not surprised that price and location were the two main drivers of your target audience's buying decisions. This explains why many fast-food and restaurants close to campus are open late and offer food options. After reading about your interviews, I agree that college students are a great group of individuals to target. However, it would be beneficial to take a survey and ask what the approximate price range they would be willing to pay. Unfortunately, having a location in close proximity to campus and midtown would have higher rent prices than an alternative location.

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