My segment is UF
students, typically in their freshman or sophomore year, that are below the age
of 21 and are addicted to nicotine.
Price and flavor were
most important for all three of my interviews. Off brand products were still purchased
and are viewed as the same, meaning quality is not as important. Same with
style, the shape and color of the vape do not matter as long as it is cheap.
Two of the three people
I interviewed purchase their vapes at a smoke shop, and the other does so at a
gas station. One of the ones who purchases at the smoke shop does so with cash
so his mom will not see the charge on his card. In his case his mom is technically
involved in his purchase decision. The other two pay with card because it is
more convenient for them. There are no cheap vapes online, so they all buy in
stores.
What makes them look
back and be happy about the decision is if they got a special discount on the
nicotine device. If the device leaks, then they are unhappy with the
experience.
A cheap price and good
flavors are imperative in order to succeed. This is what the customer looks for
most and is something that makes them feel good about buying it.
Hey Gabrielle,
ReplyDeleteGood comments on your buyer behavior. You really look in-depth at what buyers of vapes are looking for and specifically identify how you could succeed in that market. That is the key to buyer behavior and you struck it on the head. Great job and I hope your idea comes into play someday.
Hi Gabrielle,
ReplyDeleteThis is such a great idea that you have been working on throughout this class. This idea could really be targeted toward other age groups too, but it is good that you are focusing on young adults in college. Your interviews proved to be insightful as you determined what type of products they buy, where they buy them and how they buy them. It makes sense that they are on the market for cheap and good flavored devices. Great job learning more about your segment!