Assignment 15A – Figuring Out Buyer Behavior No. 2

I decided to build upon my analysis of last time, so the segment I will be focusing on is adults within the age range of 30 to 60 years old who live in my neighborhood and have at least one dog.

For my first interview, I interviewed a 41-year-old woman who is a mother and owns a medium-sized dog.

For my second interview, I interviewed a 58-year-old woman who owns two small dogs.

For my last interview, I interviewed a 45-year-old man who owns a large dog and a small dog. 

Alternative evaluation

All three of my interviewees said that quality and price are the most significant factors that they consider when evaluating alternatives. In regards to cost, they also said they would be willing to consider purchasing pet waste bags in bulk because it is less expensive and allows them to have more bags on hand for their dogs. One of my interviewees, who has two dogs, said this would be a better option for him because he walks his dogs twice a day and purchases pet waste bags for them once or twice a month.

How/where do they buy

The places my interviewees usually look to purchase pet waste bags are online through services like Chewy. One of my interviewees said that she likes to shop online rather than physically at a store due to the convenience it offers her. Another interviewee said that he prefers to go to a pet store to purchase pet waste bags for his dogs because he thinks the customer service is better in-store than online. All of the people I interviewed said they are more likely to use cash/credit cards for their purchases.

Post-purchase evaluation

The people I interviewed said that the most significant factor influencing their post-purchase decision is how often they use their pet waste bags. Two of the interviewees said that if they remember to bring the pet waste bags with them, then they feel it is a significant influence because this means it would become a part of their lifestyles. One interviewee also noted that an important factor in their post-purchase evaluation is how durable the pet waste bag is. When thinking about this, durability correlates to the quality of the pet waste bags because if the pet waste bag is thin or it breaks apart easily, it can be perceived as a poor quality bag.

Report the findings

When I told my interviewees about the "Doggie Dootie Station," they were thrilled about my new product. Two of my interviewees asked when the stations would be installed in their neighborhood, as they would use the stations to pick up after their dogs during walks as soon as they are installed. All of my interviewees explained that they felt frustrated about seeing unclaimed dog waste within their neighborhood for the past few months. When I told them about how they can obtain bags and gloves from the station, one person said that it is so convenient because sometimes they forget to bring a bag with them, which makes him feel disappointed. All of my interviewees are happy at the thought of this product being in their community.

Draw conclusions

Based on the interviews I conducted, I determined that my segment is trying to make purchase decisions that are useful and durable. In regards to alternative evaluation, purchase decision, and post-purchase evaluation, I would say that my segment strongly considers high-quality and price-effective products, prefers to look for products online, and decides to keep or return products based on how it would adapt to their lifestyles.