Figuring Out Buyer Behavior No. 2

Samantha Twohig
ENT3003
3/9/20
Figuring Buyer Behavior No. 2

1. Segment: For my segment I chose, once again, people of all ages that use social media daily and may experience this issue. I interviewed a male at the age of 22 who mainly uses Facebook. I interviewed a 16 year old girl and a mother who not only uses social media herself but so do her kids.

2. Begin with Alternative Evaluation: With many social media platforms in the world today, there are many alternatives for customers to choose from. I asked my interviewees what helped them make their final decision on a certain social media app and all of them said that the quality and style is what essentially made their decision. Along with that, it was the app that all their friends were using. Most of these social media platforms are free for download so the price was never really a factor in the decision process.

3. How/Where Do They Buy?: My segment purchases these apps online or on smartphones. No cash is used in the transaction but rather a credit card or some other form of electronic payment.

4. Post-Purchase Evaluation: My interviewees stated to me that they knew it was a good idea when they were able to successfully post pictures and get to communicate with their friends.

5. Summarize: My interviewees gave me three different insights, aside from own, on how people really make their decision to download and join a social media platform. The amount of other people, friends or not, who are using this app plays a very bigger factor in the decision. I was not surprised that none of interviewees mentioned the privacy policy however, that may need to be something customers look at, as more and more of these platforms have in invaded data privacy.

6. Draw Conclusions: After my interviews, and even from my own experience, being in this segment, I have realized that they follow the social trend at the time. This goes along with post-purchase evaluation as well because customers like and dislike an app based on the ability to communicate and connect with friends. I realized after my interviews that social media is such a major aspect of peoples lives and it made me want to create this product even more.