12A: Figuring out Buyer Behavior
Segment: College Parking
Three Interviewees: (1) College Student (2) College Student (3) Parent
Need Awareness: The first two interviews went pretty similar. Both students said they ride a scooter around campus. I asked them how do they get to and from their hometown and they both said they grab rides from one of their friends. The first interviewee said they would pay to keep their car around campus if they had the opportunity, while the other said they wouldn't waste their money. Student 2 did say she lives off campus and takes the bus to class every Monday, Wednesday, Friday (last semester), and possible would have just paid for a parking space to drive there instead of taking the bus. The parent said he never had an issue with parking. He helped his son move into the dorm and was able to just park on the side of the street while they move in. He did say he likes the idea of storing his sons car somewhere off campus so he can get a scooter and keep that by his dorm.
Information search: It was clear I asked each interviewee to take time to research the need and as I watched them search the web they all searched "parking in Gainesville." The parent did mention his daughter graduated a few years ago and started asking her about parking in the area.
What I learned: I learned that the people out there do realize the need. It is obvious everyone visiting campus either students or parents realize parking is a problem.
Conclusion: It is clear from the responses given and the research obtained that ParkBuddy would fit so well in the market. The need is there, people realize it, and nothing found as a dominant solution to the problem.
The utilization of the information search is so important. Without providing prompts, it's great to see how people go about seeking the information they want. You can then easily implement that into your marketing plan.
ReplyDeleteI like your interviews, it has a nice mix of people with all differing opinions. I wonder what would be the general consensus with a massive group of people seeing who stays on campus and who lives off. Even if people who live on campus don't have the need just the need alone for a parent to be able to park and visit means its worth it enough.
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