12 - Figuring Out buyer Behavior No.1
1) Behavioral segmentation
Interview Summary: For all three of the people I talked to, their needs seem to arise either when they are cooking or when they are planning to leave for a couple of days or weeks. The contexts are clearly in the home environment, with emphasis on times like summer or vacations where they are less inclined to be home or travel back and forth more often than usual.
In regards to the cooking situation, they often look online for the different prices of herbs to find the best deal for them. In this situation they don't have the plants to begin with. So they focus on grocery stores and supermarkets where this would be available.
In regards to the unattended plants situation, they do a quick Google search to see how long the plants could survive without supervision. In addition, they may choose to leave the care of the plants to a local friend that could do some basic maintenance. However, they have lost plants this way before.
With a focus on behavioral segmentation, I am focusing on the lifestyles of the consumers. Their need is not ever-present; it arises in situations and is often not thought about before or after the fact. So it's important to address it in this moments. Presenting the information of this product may prove to be difficult - it will be important to develop a strong advertising and market strategy to garner sales.
Interview Summary: For all three of the people I talked to, their needs seem to arise either when they are cooking or when they are planning to leave for a couple of days or weeks. The contexts are clearly in the home environment, with emphasis on times like summer or vacations where they are less inclined to be home or travel back and forth more often than usual.
In regards to the cooking situation, they often look online for the different prices of herbs to find the best deal for them. In this situation they don't have the plants to begin with. So they focus on grocery stores and supermarkets where this would be available.
In regards to the unattended plants situation, they do a quick Google search to see how long the plants could survive without supervision. In addition, they may choose to leave the care of the plants to a local friend that could do some basic maintenance. However, they have lost plants this way before.
With a focus on behavioral segmentation, I am focusing on the lifestyles of the consumers. Their need is not ever-present; it arises in situations and is often not thought about before or after the fact. So it's important to address it in this moments. Presenting the information of this product may prove to be difficult - it will be important to develop a strong advertising and market strategy to garner sales.
Hey Ana,
ReplyDeleteThe construction of your behavioral segmentation was extremely fluid. I liked the way you highlighted the realities of people; searching online for prices at their local stores and how they would ask neighbors or friends to look over their garden. I know friends have asked me in the past to do that and not only is it a bit annoying because I would have to go out of my way but go everyday or every few days to check on it.