Buyer Behavior No. 2

Assignment 15A - Figuring out Buyer Behavior No. 2

I interviewed three athletes; Kelsey, Savannah, and Tori.

Here are my interview summaries:

Kelsey:

Alternative evaluation: Usually picks what to eat based on what she is in the mood for. It also depends on how long the wait is and how long she will be there. It mostly depends on wait time and quality for her.

How/where do they buy: She tends to order online and then picks it up. She pays with a card.

Post-purchase evaluation: If the service was super slow or the food is really bad, that’s how she thinks it was a bad idea.

Savannah:

Alternative evaluation: Sav bases where she eats of quality and price, not so much on how fast the place is.

How/where do they buy: She usually goes to places where she can pay first, and doesn’t really go to sit down restaurants. She also pays with a card, except when gets given per diem in cash, which is not often.

Post-purchase evaluation: She evaluates food choice experiences by if she is satisfied with the food – i.e. feels full. Afterwards she thinks a bit about how fast it is, not really before, and then she knows for the future.

Tori:

Alternative evaluation: Tori buys food from where ever is the most convenient, something that takes the least amount of time due to her busy schedule. Price doesn’t matter to her, quality is more important. Basically, it is about the speed and quality for her.

How/where do they buy: She tends to order and pick up from places. She usually takes everything to go unless she is out eating at a restaurant for a celebration on the weekend. She uses a card to pay or Apple Pay – where she can tap when she pays (only at places where she pays first e.g. Starbucks, Chick-Fil-A, Panera). She only goes to places where she pays after 3-4 times per month.

Post-purchase evaluation: She evaluates her food choices from the after affect of the food – was it good when she was hungry? She is also big on efficiency such as if it took a long time for the check she would think, “we shouldn’t have gone here.” She believes this devalues the experience. Because of the amount of time it saves, she eats on the go or eats later when she has a bunch of things to do. She realized that she can get more things done this way, by sitting down and eating at home. She said that she thinks about ordering a pizza, she will think is the $4 delivery fee worth the 20minutes it would take to drive to pick it up? For her it depends on her schedule.

In conclusion, I learnt that a lot of the time athletes will choose to order food in advance and pick it up, allowing them to eat it on the go. I think that my app could help them, as it can allow their wait time to be less if they feel like going to sit down restaurants. My interviews also concluded that quality is one of the main priorities when picking restaurants, therefore, if athletes knew that the app could decrease wait time for a good sit down restaurant, they might be more likely to go there. However, they still have to wait for the food and by ordering in advance they can ensure the food is ready when they want it. They might also pick places where they can order in advance because they think the food is better quality than sit down restaurants. Therefore, I should think of a way where this app to incorporate places where you order in advance as well as sit down restaurants. They also look back on their experience and evaluate it based on if it efficient and good enough quality. My three interviewees also all use cards to pay which is suitable for my app.