15A - Figuring Out Buyer Behavior No. 2

Segment:

For the first assignment and this one, I chose a segment of college students that attend UF and who need to take the bus (for any reason) in order to get to and from campus.

Interviews:

All three of my interviews were with college students who are currently fully enrolled at UF and take the bus on a daily basis from their apartment to campus. I gave each person I interviewed 2 options to choose from for their app that they would use. The old app which isn’t reliable, and the new and improved app (I told them all about it) and how the app is currently $1.

·      First, I interviewed a senior named Kaitlin. After giving Kaitlin her options, she said that she would pay $1 for the new reliable app. She mentioned that price didn’t really matter for her and that $1 was well worth the added benefits and less stress she would receive from using the new app. She said that with all of the problems the old app has, that what matters most to her is that she has an app that she can trust to get her where she needs to go on time. While asking about how she would prefer to pay for the app she said that through the normal app store would be best. She already has all her card information in her phone and it would be extremely easy to purchase through there. Kaitlin said that she would know she made the right decision on purchasing the app, if the app is in fact reliable. She mentioned she would have questioned her decision if the app wasn’t working or was saying the wrong time the bus was going to arrive like the old app. Kaitlin said that even if the app didn’t work all that great she wouldn’t be too upset because the app was only $1.

·      Second, I interviewed a junior named Gary. He also said that he would pay $1 (and was willing to pay up to $5) for the new reliable app. He mentioned that it was a no brainer for him because he simple cannot rely on the other app and doesn’t trust it ever. Gary also mentioned that he would be more likely to buy the product through the app store on his iPhone then through anywhere else. He said it is so convenient and It would only take seconds to purchase it. Gary said that he would know he made the right purchasing decision if that app is reliable and gets him where he needs to go on time. He said that he wouldn’t know if he made the right decision till after he used the app for at least two weeks. He said that if in that two-week time frame everything was working and the app was always correct with the time the busses were arrive he would know he made the right decision. His purchase would be a bad idea if in those two weeks the app was just as bad as the old one. If only one day the bus was late or only a few times he would still be pretty content with his purchase because the old app was that bad.

·      Third, I interviewed Emily, who is a senior at UF.  She said that she would pay $1 for the new app in a heartbeat. She said that you can’t put a price tag on an app that actually works. She seemed super excited about the app (or the idea of it) and said that I should really pursue it. When deciding between the apps she said that it being reliable was most important to her. Emily is so passionate and in love with this app, that she said she would purchase it anywhere she had to. Online, through the app store, or literally anywhere. She had a very similar response to Gary when it came to knowing if and when she made the right purchase decisions. She did mention that if the app works even the slightest bit better than the old one then she would be happy.

Conclusion:

I would describe this segment as huge supporters of the new app and they think it’s a great idea. They all said that they would choose the new app because the old app sucks, and there is not another good alternative. Many say that perching the app through their app store would be easiest and that is exactly what I would do. This segment really needs a new app and would agree that they made the right decision if the app is the least bit more reliable. I would work really hard with everyone/anyone who would help me develop the app and make sure it works properly. I also would make sure to not price the app much higher, as I feel it would make them less likely to buy it.