12A – Figuring Out Buyer Behavior

12A – Figuring Out Buyer Behavior

Interview 1:

Need Awareness:

Many times, I find the need for a service as you are describing weekly. Since I came to Mississippi, it has been difficult to find someone who is consistent and reliable enough to maintain my hair. I have to drive over an hour away for a braider or someone to make and install a wig. Traveling to get my hair done is a pain; but the worst part is setting up an appointment, showing up for my appointment and the stylist isn’t available or responding to my calls. This has happened often and it is frustrating to deal with such unprofessionalism. I would love to find a place where there are reliable stylists who cater to every service I seek.

Information Search:

The first resource I use is Google. I search braiders or stylists in the area. This usually doesn’t provide many results or the results provided don’t specialize in my hair type. Being that I’m in a new area, I sometimes ask coworkers or individuals I meet who’ve done their hair. They give me the information, but also inform me of their experience and how they won’t be returning to the person again. I try to give the stylist the benefit of the doubt, but my experience is no different from theirs.

Interview 2:

Need Awareness:

I become aware of my need for a reliable stylist monthly. I usually wear protective styles that last me about a month. When it’s approaching time for me to get a new hair style, the search begins. I like to change my look each time because I don’t want to stress my hair the same way each time. Good braiders are hard to come by. I have to be careful because I’ve had experiences where I had to take out my hair the same day due to how tight the braider had pulled my hair. One braider talked on the phone consistently and kept taking breaks; this caused my appointment that should’ve taken 4 hours to last 10 hours. My entire day was gone because of her unprofessionalism. I’ve been stood up multiple times or been cancelled on. I would love a location that is reliable and consistent.

Information Search:

I usually go by word-of-mouth. I don’t use Google because most searches don’t provide salons that specialize in the type of hair care I need. Each time I arrive to a new location, I ask around about the services I would need. Sometimes, I luck up and find a good, consistent stylist. Other times, I’m left having to travel for the services I need. At one location, I took time off each month just to travel to get my hair done.

Interview 3:

Need Awareness:

When I was stationed at Keesler Air Force Base, I immediately became aware of my need. I tried a few stylists, but the results I got were not what I was used to. I began traveling back home to get my hair done exactly the way I wanted. After a while, I grew tired of traveling back and forth and decided to just cut off all my hair. It was easier to find a barber; however, now every 2 weeks I was spending money to get a haircut. Also, I now had to find products to maintain my new haircut. The cost was more expensive than I thought it would be because now I had to try various products to find the right combination of products for my hair type. The stores didn’t carry many of the products I needed; so, I was left ordering products and having to wait for them to arrive before I found out it wouldn’t work for me. It became a lose-lose situation.

 Information Search:

I used Google searches for hair stylists and I even tried word-of-mouth. Neither option worked for me until I decided to cut off my hair. At that point, the barber I was referred to was one of the best. It’s been almost a year and I still use his services. As for products, there aren’t many ethnic hair care stores in the area. I have to use online reviews and websites to decide on which products to try.

Report Findings:

I learned that there is a need for the services that I plan to provide. More often than not, ethnic consumers are finding it harder to receive reliable, quality services. Products are even harder to come by because many brands are not mainstream.

Conclusion:

I still believe it would be beneficial to open a one-stop shop salon that carries hair and skin care products. This would benefit ethnic consumers in rural communities seeking such products and services. The consumers are aware of the need, but the information and services they are seeking are not there to satisfy their need.