Figuring Out Buyer Behavior Pt. 2

Assignment 15A

The segment I interviewed last time were parents with children who worked 40+ hours a week and were in need of a faster way to accomplish grocery shopping.

The three people I interviewed met at my job, Starbucks. I am constantly running into people who come in with their children and are rushed for their coffee, or come in by themselves and I catch myself having a conversation with them about their kids. The three people I interviewed were regulars at my location, and they all agreed to sit down with me for 15 minutes and talk about their grocery shopping behavior. I had to explain that these interviews were for an idea I was investigating. I asked them what the most important aspect is when it comes to grocery shopping, and all of them said price, and two said convenience. I asked them about their regular buying behavior and they said they go to the grocery store at least once or twice a week to pick up small items like snacks and milk for their kids. This answer was the same for all three of my interviewees. I asked them about when they buy in bulk, and they discussed how this only happens about 2-3 a month and usually, they have someone looking over their kids so that they don't have to bring them along because it would lengthen the process. I asked them if they wished there was a more convenient way to grocery shop for the smaller items, and they all said yes. I then introduced my idea of a drive-thru grocery store for the little items like eggs and milk. At first I got some smiles and giggles, however, all three interviewees came around to liking the idea because of its convenience. They mentioned it would benefit them greatly when they are running errands with their children and do not want to go through the hassle of getting them out and back in.

I saw this segment as being in great necessity of this need. They are unaware that this need would benefit them because it is viewed as a very first-world innovation. However, all three participants emphasized the notion of convenience, and that is exactly what my service offered. This segment is particularly busy and is in need of this service because they have children who they must tend to. Although a college student would also benefit from a more convenient service, they do not need it like the segment I interviewed does.