Assignment 15 - Figuring Out Buyer Behavior No. 2

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Interview Summary

Laura (22, International Biology Student at UF)

When I asked Laura about what matters most to her when thinking about different alternatives for fast-food restaurants, she told me that she prefers healthy fast-food options, with high quality and a good price. But especially the combination of price and quality matters most to her. Furthermore, Laura would prefer going to a fast-food restaurant instead of using a delivery service. But in some situations, she would also like to be able to order online, e.g. when she doesn't want to leave her room later in the evening.
When I asked Laura about her feeling after she ate at an ordinary fast-food restaurant, she told me that she would not feel bad, but rather filled. The problem with this feeling is, that it only lasts for an hour. Additionally, she always has the need to eat healthy the next days after having eaten at a fast-food restaurant. When asking her, whether she would feel different when having eaten at a more healthy fast-food restaurant, she replied with yes. She thinks that she would feel better.

Basti (21, Business Student in Germany)

I called Basti and conducted an interview with him. I think it's very interesting to get the point of view of people all around the world. When I asked him about what matters most to him in regard to fast-food restaurants, he told me that it depends on the situation. When he goes to a fast-food restaurant after clubbing, then he doesn't really care about quality, but more about the price. But when he is going to a fast-food restaurant during the day, he wants to have a combination of good quality and reasonable price. Furthermore, he would love to have the option to order food online, because sometimes it is much more convenient. When I asked him about his feeling after a fast-food meal, he told me that he has mixed feelings. On the one side, he feels satisfied because he ate tasty food, but on the other side, he also feels kind of guilty, because the food was quite unhealthy. He believes that he would feel better after having eaten a meal from a more healthy, vegetarian fast-food restaurant.

Hannah (19, Geography Student at UF)

When asking Hannah about the most important aspects regarding fast-food restaurants, she came up with price and convenience. That what matters most to her. Thus, she would also love to order online, because sometimes she is just too lazy to get up and leave her room for food. When I asked her about her feeling after a fast-food meal, she told me that she would feel satisfied, maybe also a little gross - but she won't regret it. She thinks that she might feel better after a meal at a vegetarian fast-food restaurant because she believes that it would be better food.

My conclusions

The interviews gave me insights into the buyer behavior of potential consumers regarding their evaluation of alternatives and their post-consumption evaluation. Very interesting is the fact, that price is one of the most important criteria for all of my interviewees. That's why I should definitely have to pay attention to the fact that my products would not be much more expensive than those of ordinary fast-food restaurants. Furthermore, I found out that this segment would prefer to order online. Thus, I should think about using Uber eats or another delivery service to serve those customers. My last conclusion is, that all three interview partners perceive vegetarian food as more healthy and thus would feel less guilty after having eaten fast-food. It's good to know that people associate positive feelings with my product because then they are more likely to return and buy products for the second time.

Comments

  1. UnknownOctober 16, 2018 at 3:26 PM

    Hello,

    I really like how the interviews were different based on different scenarios. I can see how a day after clubbing or going out, the quality of food doesn't matter as much cause you might just be hungry. I though that was a really good point. I agree that price is very important and to try and stay within your market.

    ReplyDelete

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