15A Figuring Out Buyer Behavior No. 2

        In the interviews that I conducted the customers were presented with three alternatives: using social media (ex. Pinterest) for inspiration, hiring a personal stylist, or using a clothing monthly subscription service. I asked them which alternative would they have picked instead of using Smart Closet and why.

First interviewee:

Alternative, How/Where they Buy, Post Purchase

• The student-athlete picked using Pinterest as their alternative because it was the least expensive option. On Pinterest, he can always find a style that matches how he dresses and is easy to copy. He didn’t like the other solutions because he believed the personal stylist and monthly subscription wouldn’t be able to match his style that well. When buying and using the item, price is important because as a college student he has to be mindful of what he spends his money on. He doesn’t focus on quality as much because he won’t buy an item if the price isn’t right. He does look at style closely because he wants to make sure he looks good, feels good, and can show off his style.
• They usually prefer to buy products in-store because they like to try it out and see how well the demo is. If they are satisfied with the product, they will pay for it with cash since its simple and straightforward.
• When he thinks backs on the “rightness” of the purchase, he considers if the price matched the quality. He knows the purchase was a good idea if people ask where he got the product/service and compliments him on it. He knows if it was a bad idea if the quality doesn’t match up to the price and if the product doesn’t suit him well.

Second interviewee:

Alternative, How/Where they Buy, Post Purchase

• The sophomore viewed the personal stylist as the best option because they want to rely on someone who has expertise in styling. They want a service that provides instant feedback and can give them insight on what looks good. Price is the most important factor for them because they have funds that need to be used wisely. Since they are spending for personal gain they want to make sure that they will still have money to handle their responsibilities. Quality is also important because if a product is low in appearance and durability this decreases the value and discourages them from buying it. Style is also equally important with the others because they want to have a nice style that will allow them to fit in socially and not be isolated from others. 
• This person preferred looking for the product online because there will be a wider selection to choose from. They also like cash because it is easy, and you just have to pay for it once.
• When he thinks backs on the “rightness” of the purchase he looks at whether or not it was worth it and if his expectations were met. He knows it was a good idea if the product lasts and he gets good feedback from others. The purchase is a bad idea if the longevity is short and the quality doesn't match up to the price.  

Third interviewee:

Alternative, How/Where they Buy, Post Purchase

• My friend picked the monthly subscription service because it picks and sends clothes for you based on your preferences. They believe it cuts down the time of looking for and styling clothes. Price, quality, and style are all equally important for them. They look at the price because as a college student, money is tight, and they need something affordable. Quality is looked at because they don’t want a product that is cheap and raggedy but want something presentable. Style is also important because they won’t use something that doesn’t fit their style. If the style doesn’t match them, they will not use it. 
• She likes to buy the product online because it has a wider selection and is more convenient. She would finance a product because she doesn’t like paying it at once and would rather pay over time. 
• When she thinks backs on the “rightness” of the purchases she considers if the investment was worth it and the reputation the brand holds. She knows the purchase was a good idea if the product looks good, fits her needs, and has multiple uses. She knows it was a bad purchase if she buys the product and never uses it, it doesn’t last, it is damaged easily, or the quality didn’t match the pricing,

       In conclusion, I would consider including the aspects that they like from each alternative into my own product. They are looking for an affordable product that is advised by an experienced person, has instant feedback, and is suited to you based on preferences. In terms of the purchase decision, I would advertise it online because 2 out of the 3 would rather shop online because of the wide selection and convenience. On the website to buy Smart Closet, I could provide different packages to choose from and make sure that my website can be easily accessible on any device. Lastly, from the post-purchase evaluation, I can make sure they have a free trial of the product before they actually buy it. This will allow them to test the quality and see if the styles suggested matching their preferences. Based on the feedback behind why a purchase was a bad idea, I will make sure that the quality of my product matches up to my price, it is durable, and provides customer reviews.