Buyer Behavior No. 2
My service is one that helps teachers better understand their students and how they learn, and then facilitate their students to achieve their goals in the classroom. I would specifically focus on quantitative subjects like math and some sciences. The segment that I would like to target is parents of students, as they would inevitably be paying for my service in the cost of tuition. I talked to three parents of students that I know.
Alternative Evaluation
- After these interviews, it was clear to me that personal tutoring services are the main alternative to my service. One of the parents that I talked to said that she regularly takes her kids to tutors so that they can do better in school. After I asked her how she decided to use this particular tutoring service, she told me that she had heard about it from another parent. This revealed to me that there wasn’t much alternative evaluation going on with this purchase. The tutoring service was used, and because it worked, there wasn’t a need to change it.
How/Where do they buy
- This tutoring that was mentioned by my interviewee is an in-person tutoring service, so it is paid for in person after the service has been completed. This is always paid for in cash because it is not a big purchase.
Post-Purchase Evaluation
- The post-purchase evaluation is the most pertinent aspect of the buyer behavior process to my service. This is because the primary alternative, tutoring, is evaluated heavily after the purchase has been made because it’s effectiveness can only be determined after-the-fact. Each of the parents that I talked to said that they evaluated their respective tutoring services based on how well they thought their kids were doing in school. If their children seemed to do better, they were satisfied with the tutoring service and continued to be customers. One of the parents that I interviewed said that a tutoring service that she tried did not seem to be helping her kids. She switched to a different tutor and saw better results. These interviews revealed invaluable information about the post-purchase evaluation.
In conclusion, these interviews revealed two major aspects of my segment and how they buy: the alternative to my service is tutoring, and the post-purchase evaluation is the only way this particular segment decides whether to continue using a particular tutoring service.
Hi Cooper! I think it was a good idea to target parents of students because their opnions have impacts on your business. Also I can agree that personal tutoring srvice is alternative to your service. Because it works, a lot of parents think it's reliable service. I think this research will help your service to improve. Good job!
ReplyDeleteHey Cooper! I think conducting these interviews is so helpful in seeing how our target segment reacts to specific aspects of the product/service and how they fell about it as well. I think that you were able to get some super useful information that could help you with your service moving forward. I think the more you look into the research, the better your final service will come out. Great post!!
ReplyDeleteTutoring is a very post purchase evaluation heavy product. While as your research indicated initially you do decide on use based on word of mouth or reviews, it does in the end come down to how effective it was for your child. As you indicated, personal tutoring services are the natural alternative for your product. Knowing how your segment makes their decisions in determining alternative should assist mightily in your marketing efforts. Very insightful. Thanks Cooper.
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ReplyDeleteI think you did a great job with this assignment. For me personally the buyer behavior assignments were one of the harder ones. Interviews are definitely a good way to try and get inside your buyers minds. Entrepreneurship is definitely about trial and error and it is so important to get to know you customers.
Hey Cooper, you did a really good job with this blog post. I think that a personal tutoring service is a great idea and it will really teach younger kids the proper way to study and leave them with good study habits. It is cool to see how your idea has progressed through all of your blog posts and seeing what it is now. Overall really good job and I look forward to seeing more in the future.
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