12A - Figuring out Buyer Behavior Process
Lainey (20): When Lainey is looking to cook something new she first thinks about money. How much does it cost and how much money does she have in the bank account. Next, she thinks about how she would use this recipe and why she might need it, can she just make a recipe that she's made before. Once she decides that she needs to cook something new, she Googles cheap and easy recipes for inspiration. After thinking out these things she looks to see if she can find a cheaper version of the ingredients at a different store. If the products have passed through all of these checks she will purchase the products.
Brynn (20): Brynn is more concerned about quality when trying new foods rather than price. He's willing to pay a little bit more for food of a higher quality. He likes to cook new things that are tasty and complex. Once he realizes that he needs to expand his recipe book he Googles recipes that are more complex. Once he finds a recipe he searches for the ingredients. If the ingredients are not of the quality he likes and he knows he could find better, he'll look for a different version of those ingredients. If the ingredients are of good quality he purchases them.
Na-Young (20): Na-Young usually likes to stick to the same staple recipes, but she does like to branch out at times. When looking for new recipes she searches for whatever she is carving at that moment. Once she's found a recipe she starts searching for the ingredients. She thinks about two things: price and quality. She looks for how much the ingredients are and how can she easily incorporate them into the recipe. She also likes to look for organic ingredients when searching.
Findings: The reasons for cooking new things is different for everyone and what a consumer is looking for also differs. But most people will always look for new foods.
Conclusions: This segment has the common thread of usually looking for recipes that are cheap and easy, with few exceptions.
Riley,
ReplyDeleteI agree that people like to experiment and look for new foods every once and a while. I figure the only segments that you would be unable to reach with this business idea is people who only ever eat out and never need to cook, or picky eaters who don't like to mess with the types of foods they eat. I know my one friend barely even knows how to turn on the oven, but he is a rare exception.
Hello Riley,
ReplyDeleteThe interviewees you have selected would certainly have the need you are fulfilling. Your service would certainly help these individuals learn new ways to cook their food in a very efficient, but entertaining manner. By providing new recipes and ways to cook to these consumers they will be able to branch out in a much more effective manner and open up many new opportunities to try new foods and experiment with things they like.
Hey Riley,
ReplyDeleteAll the people you interviewed had slightly different preferences and things they cared a little bit more about, but it seems they all like to search online for new recipes to try. Especially with college kids who are looking to branch out and improve their cooking skills, your product will definitely help these types of people. Not only will it teach them new recipes, it will also take away the hassle of having to go out and buy all the ingredients that they will probably only use once just for that particular recipe.