15A - Figuring Out Buyer Behavior
After conducting the three interviews, it was determined
that they mainly rely on word-of-mouth or online reviews and price does not
matter; however, quality and style does. The interviewees each stated that if
the quality of the service meets or exceeds their expectations no asking price
is too much. For salon needs, hairstylists, barbers, makeup artists and estheticians
need to have style and be consistent in providing quality services.
For products, the interviewees shop online due to the limited
availability of the products they use in the local area. The females order their
hair online mainly from AliExpress because they provide the type of hair weaves
the females are looking for. They all use cash or credit cards to purchase
their products and services.
The interviewees all agreed that availability and quality of
the service are what determine the “rightness” of the purchase. The things that
make them think the purchase was a bad idea is if the service or product doesn’t
meet their expectations. They feel as if they have wasted their money because now,
they have to find someone else who is available and qualified to meet their expectations.
After conducting the interviews, I would describe this
segment as typical of any business that provides a service. When it comes to
quality stylists, price isn’t the number one priority, quality is. Customers receiving
a service make decisions and evaluations based on the outcome of others.
I have always held the firm belief that no publicity or good marketing can ever trump positive word-of-mouth. I think it is the vital backbone of any well-functioning company. So I completely believe that price often times doesn't matter when positive reviews and recommendations are on the line. Wonderful work!
ReplyDeleteI agree with the sentiment stated above, no publicity or marketing can outweigh someone's personal opinion on their experience. I have traveled to various establishments and the one's that I always go back to and seem to deem as reliable are the ones that others have spoke to me about. Although, those that you interviewed don't think that price matters, I do believe it is something you should take into consideration, simply because if a product is too expensive some tend to shy away from buying that service or product as frequently. It the product was decently priced and the service was great that is when people deem the price worth the experience. I think for something of this sort you should try to keep everyone in mind, those that don't have the budget to be spending a glamorous amount of money to those that can and find a halfway point.
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