Figuring out Buyer Behavior No. 2

My first interviewer said when she evaluates different products, price is the most important factor she considers. The second most important is quality. For her, the price is the most important because she does not have a lot of money to spend carelessly, so she tries to buy cheap things to save money. After she finds the cheapest products she will choose the one with the best quality to try and get the best deal possible. She said she likes shopping both online and in stores. In stores, she can try out the products to make sure they work like they are supposed to. However, sometimes items are cheaper online. Also, some products are only sold online, like the merchandise of a celebrity or items from an online store. She says she also has more options online. Whether she is buying online or in-store she will use her debit card.  She says she feels most satisfied with her purchase if she knows she saved a good amount of money. She says even if the quality is not as good as another product she feels good because she was able to save money on the purchase.

My second interviewer says she weighs price and quality somewhat equally with quality being a little more important. However, if a product is of better quality, she does not mind spending more money on it. She says quality is of more importance because products that are better quality last longer, so the extra money you are paying is worth it. She prefers to buy things in-store because she often has difficulty with online shopping. She says the items take a long time and sometimes what she bought is not what she received. However, she does not mind shopping with Amazon because most times they are reliable. When she purchases she only uses a debit card because she does not want to "fall into the trap of credit card debt".  She feels good about her purchase if it works like it should and is what she thinks is the best quality.

My third interviewer said the weight of different factors depends on the product. If it is a simple, everyday product like toothpaste or a notebook then price is more important. However, if it is an important purchase like a new computer then quality will be weighed heavily, with the price coming in as a close second. He almost always makes purchases in store, mostly because he can see exactly what he is buying. He most times tries to use his debit card, but he does have a credit card that he will put some purchases on if he does not have enough cash in is checking account. He decides if he's satisfied with a purchase by testing it out to see if he likes how it performs. He will also show it to his friends and see what they think of the purchase.

Overall, this segment seems to weigh price and quality equally in a lot of decisions. However, with certain purchases, one may be more important than the other. They also prefer in-store purchases because you are able to see exactly what you are buying and can test it in person to see if it fits your needs. They decide a purchase is the right choice mostly based off of how well it satisfies their need and how much it cost.