Figuring Out Buyer Behavior No. 2
During the last evaluation, I discovered that people may form an interest in this product when they begin receiving insect bites or find out a neighbor/acquaintance has bed bugs. I also realized that the majority of people do not know how to identify bed bugs and that any website displaying this product should include tips on identifying bed bugs.
Alternative Evaluation
This product is designed to appeal to low-income people or people who live in apartments or dormitories. Price is definitely a factor in deciding which bed bug detector product to buy. There are multiple bed bug detectors available online and in stores; however, the majority of these products are either expensive or only work for a short period of time.
For example, a long-lasting bed bug trap with lures is about $300 (Link below). This trap is expensive and the lures must be replaced regularly to keep effectively trapping bed bugs.
https://www.bedbugsupply.com/nightwatch-bed-bug-monitor.html?gclid=EAIaIQobChMIicXupKaM3gIVGY3ICh13BgUNEAQYASABEgLYcPD_BwE
Other traps may be relatively inexpensive, but can only be used once or only work for a short period of time. An example is linked below.
https://www.amazon.com/Ortho-Bed-Bug-Trap-0465510/dp/B072HSXS8W/ref=asc_df_B072HSXS8W/?tag=hyprod-20&linkCode=df0&hvadid=198081460782&hvpos=1o2&hvnetw=g&hvrand=8469289253031070091&hvpone=&hvptwo=&hvqmt=&hvdev=c&hvdvcmdl=&hvlocint=&hvlocphy=1015033&hvtargid=pla-350110448810&psc=1
I believe this product is more appealing than the alternatives because it is inexpensive and does not need to be replaced.
How & Where Do They Buy
The people I interviewed are college students who live in either dorms or apartments. Everyone said that they normally shop online. I believe many college students shop online because they may either not have a car or are more familiar with shopping online for products.
Post-Purchase Evaluation
Insect traps are lures may seem like a waste of money to the buyer if no insects appear in the trap. The buyer may also believe the product is of poor quality and not doing its job. For this reason, the post-purchase evaluation may be negative if the person does not capture any bed bugs with the product. It is important to assure the consumer that the product works and this simply means that there are no bed bugs in their home.
Conclusion
When I conducted the interviews, I learned that price and quality were the two factors that mattered the most. People want a product that is able to monitor for bed bugs, but cannot pay hundreds of dollars for a trap or continuously buy single-use lures. I also learned that most college students shop online. Although the demographic that this product appeals to is broader than college students, I believe the majority of young people use the internet to find products. Overall, I believe this product is appealing because it is inexpensive and long-lasting.
Alternative Evaluation
This product is designed to appeal to low-income people or people who live in apartments or dormitories. Price is definitely a factor in deciding which bed bug detector product to buy. There are multiple bed bug detectors available online and in stores; however, the majority of these products are either expensive or only work for a short period of time.
For example, a long-lasting bed bug trap with lures is about $300 (Link below). This trap is expensive and the lures must be replaced regularly to keep effectively trapping bed bugs.
https://www.bedbugsupply.com/nightwatch-bed-bug-monitor.html?gclid=EAIaIQobChMIicXupKaM3gIVGY3ICh13BgUNEAQYASABEgLYcPD_BwE
Other traps may be relatively inexpensive, but can only be used once or only work for a short period of time. An example is linked below.
https://www.amazon.com/Ortho-Bed-Bug-Trap-0465510/dp/B072HSXS8W/ref=asc_df_B072HSXS8W/?tag=hyprod-20&linkCode=df0&hvadid=198081460782&hvpos=1o2&hvnetw=g&hvrand=8469289253031070091&hvpone=&hvptwo=&hvqmt=&hvdev=c&hvdvcmdl=&hvlocint=&hvlocphy=1015033&hvtargid=pla-350110448810&psc=1
I believe this product is more appealing than the alternatives because it is inexpensive and does not need to be replaced.
How & Where Do They Buy
The people I interviewed are college students who live in either dorms or apartments. Everyone said that they normally shop online. I believe many college students shop online because they may either not have a car or are more familiar with shopping online for products.
Post-Purchase Evaluation
Insect traps are lures may seem like a waste of money to the buyer if no insects appear in the trap. The buyer may also believe the product is of poor quality and not doing its job. For this reason, the post-purchase evaluation may be negative if the person does not capture any bed bugs with the product. It is important to assure the consumer that the product works and this simply means that there are no bed bugs in their home.
Conclusion
When I conducted the interviews, I learned that price and quality were the two factors that mattered the most. People want a product that is able to monitor for bed bugs, but cannot pay hundreds of dollars for a trap or continuously buy single-use lures. I also learned that most college students shop online. Although the demographic that this product appeals to is broader than college students, I believe the majority of young people use the internet to find products. Overall, I believe this product is appealing because it is inexpensive and long-lasting.
I think you are realizing how valuable these interviews are. I know I have learned a lot more than I anticipated. Do you think this has helped you learn more about the customers you expected and maybe realize some new ones? It seems like price is definitely a key factor for selecting your product as well as looking at alternatives. It also seems like the internet is the main source people will use for collecting information about your product and alternative options.
ReplyDeletePrice and quality being the two main factors tells me that the value of this idea has to be conveyed which you have noticed. I think that internet sales are king and even for a product like this, online will be where I would think the majority of sales would come from. I think in your interviews you have seen the challenges that will come with this product and I believe another problem may be the fact that this is a prevention idea and many people are procrastinators and wait until they have bed bugs to react instead of before for precaution. You have addressed many issues and ideas that will help you find your place in the market.
ReplyDelete