Figuring out Buyer Behavior 1
1. Segment; American study abroad students ages 18-22 who like to go out
2/3/4/5. Richard's need occurs when he is in Rome during the week-- he even goes out on Mondays. He enjoys going out with his friends during the week because he's rather travel during the weekends. His need for an American club is unmet because of the lack of clubs that fit his standards in Rome. He depends on his friends to know what he's doing to fix his unmet need of wanting to go out. Clinton's need occurs on the days leading up to the weekends-- Wednesday, Thursday, and Friday. He also goes out on Saturdays if he feels fine. He doesn't mind the clubs that he attends currently, but he is missing the music from back home that he's used to. He also isn't much of a wine person and enjoys an occasional Long Island Iced Tea. He stays in Rome usually because he'd much rather take day trips around Italy than go out of the country. Clinton trusts the judgments of the locals to tell him about places, and checks them out on Google, but rarely finds any helpful information because those reviewing the locales are unsatisfied Americans. Troi's need occurs on the weekdays-- Mondays, Tuesdays and Wednesdays because she travels the other days. She gets tired of always looking for the place that is the "best" for the night that she's out. Every bar she attends is crowded and plays same classic songs. She is growing tired of it. She relies on the promoters that wait outside of the bars to let him know what clubs are taking American students.
6. Need awareness is definitely high. So many students complain of their failed and unsatisfying attempts at going out, but continue to do so because they don't want to stay in during the days that they stay in Rome. They'd much rather have a bad night out with their friends than stay inside the dorms. Google isn't really helpful in finding out new places in Rome, it's more word of mouth and checking the places out. Word spreads quickly in the American study abroad world.
2/3/4/5. Richard's need occurs when he is in Rome during the week-- he even goes out on Mondays. He enjoys going out with his friends during the week because he's rather travel during the weekends. His need for an American club is unmet because of the lack of clubs that fit his standards in Rome. He depends on his friends to know what he's doing to fix his unmet need of wanting to go out. Clinton's need occurs on the days leading up to the weekends-- Wednesday, Thursday, and Friday. He also goes out on Saturdays if he feels fine. He doesn't mind the clubs that he attends currently, but he is missing the music from back home that he's used to. He also isn't much of a wine person and enjoys an occasional Long Island Iced Tea. He stays in Rome usually because he'd much rather take day trips around Italy than go out of the country. Clinton trusts the judgments of the locals to tell him about places, and checks them out on Google, but rarely finds any helpful information because those reviewing the locales are unsatisfied Americans. Troi's need occurs on the weekdays-- Mondays, Tuesdays and Wednesdays because she travels the other days. She gets tired of always looking for the place that is the "best" for the night that she's out. Every bar she attends is crowded and plays same classic songs. She is growing tired of it. She relies on the promoters that wait outside of the bars to let him know what clubs are taking American students.
6. Need awareness is definitely high. So many students complain of their failed and unsatisfying attempts at going out, but continue to do so because they don't want to stay in during the days that they stay in Rome. They'd much rather have a bad night out with their friends than stay inside the dorms. Google isn't really helpful in finding out new places in Rome, it's more word of mouth and checking the places out. Word spreads quickly in the American study abroad world.
Hey Adi, I think that these interviews were very strong and helped you learn a lot about your target audience. It is very good that you were able to find out about more about how these people would feel about your idea and if it would definitely work. The only thing I wonder is if this group that you surveyed was too specific. For example, would interviewing people from a more general group help you out more in figuring out if it would be successful? Overall, great work and I hope this plan continues to pan out for you.
ReplyDeleteAdi, I found your post to be very interesting to read. I love to gain insight into the mind of people studying abroad because I to be able to do that one day. Your interviews really seemed to capture the opinions and overall mindset of each of the students. I think that this will really be helpful moving forward with this course. Keep us the good work!
ReplyDeleteHey Adi. Your interviews did a great job at providing insight into your target markets' feelings about foreign night life. Based on their opinions about the topic, it seems like your idea could have some potential with these kinds of consumers. However, I think it would be beneficial to target a wider audience to make sure you are not too focused on one group of customers. I think this project could workout if done correctly, so nice job!
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