Assignment 12A- Figuring Out Buying Behavior No.1
Assignment 12A
- Segment:
- My segment would be college students ages 21-28 who are locals in Gainesville. I didn't choose older people in hopes that they are more aware and responsible. I chose this segment because many students who live close to campus most of the times just take an Uber or walk.
- Interview Info:
- My interviews didn't go as planned because it was really difficult to find locals around campus. I met with 3 people and only one of them said she tends to drink and drive and not take Ubers. The rest said they lived with their parents and sometimes got dropped off. I'm sure there are many other locals around campus who also drive to bars, clubs, etc.
- What I learned:
- I learned that the demand for this product is actually quite low. Many of the people I have interviewed have viewed this product as something they would definitely buy and use but others don't. Out of my three interviews, I can only use one which is a 22 year old girl who is a local from Gainesville and says she lives pretty far from midtown which is where she usually goes out. She says that the need for this product is there because she usually drives everywhere since Uber's would be crazy expensive. Even when she doesn't drink that much she still gets really nervous driving home which is when this product would be handy. She finds her herself constantly googling "how to sober up." Although the others didn't really think this product was a need because they said they would just take an Uber if they were really wasted since they live relatively close to campus which was my guess. It was hard to find locals around campus for this interview.
- How I would describe this segment:
- There are many students who have grown up in Gainesville and decided to stay close to home. These students still go out but instead of taking Ubers they drive because an Uber out and back can be really expensive for them. They still drink and many times drive back home with the nervousness of getting stopped. Which is why I am segmenting them into my target market.
Hi Guiliana,
ReplyDeleteI’m surprised that the demand for this product is low, I feel like having this app would greatly benefit every one of all ages. Maybe by upping the segment group would help with the interest of the product? I think this product can help with the number of drink while driving accidents. Especially, if the product can be used conveniently then the likely hood that someone would gravitate towards the app is high.
Hi Guiliana,
ReplyDeleteI think you might have had more success in your interviews with a different market. A lot of drunk drivers happen to be older than our age group- more around our parents age. They didn't grow up with uber, and a lot of them are comfortable with drinking and driving- some even claiming "they're good at it". I think our generation is a little better with dealing with drinking and driving, especially UF students because the bars are close to where most people live, UF gives deals on ubers, you could likely walk or have a roommate drop you off, or even taking a SNAP home if you live on campus.
Hi Guiliana,
ReplyDeleteI would have liked to see how your interviews went individually, just have more detail about how they didn't go just as planned. I also think that assuming the statement that a lot of people grew up in Gainesville and have decided to stay home is a stretch considering you only interviewed 3 people. But I am glad you got some insightful feedback that can help you possibly reevaluate your market and make necessary adjustments to your business plan for your product.
Kayla
Hi Guiliana,
ReplyDeleteI think that maybe you should have targeted college students in general instead of just the college students who are locals in Gainesville. There are many students off campus that might want the breathalyzer to test their ability to drive. I am surprised that the demand for the product was so low since I feel like it could save people's lives. I do think that the information that you received from your interview to be very helpful because it can help you reconsider your target market.