1) To remind you all, the segment for the product I chose, are those who like to drink the night before but still need to be productive/don't want to be hungover the next day. For my interviews, I interviewed three of my fraternity brothers that I have not already interviewed earlier for this class.
3) For this step, my alternatives included: Drinking Pedialyte the day after, drinking a lot of water the night before, eating a big meal before drinking, or some combination of these choices. The three responses I got were: drinking Pedialyte the day after, drinking a lot of water the night before, and a combination of both. The main concern from my interviewees was not about price but mainly about how effective these solutions were at stopping their hangovers.
4) My segment is definitely going to be purchasing in store, because they need immediate/same day relief, if it were to be shipped their need would cease to exist by the time they got the product. They definitely also will use cash and not finance their purchase. My customers might be the product the night before, but might wait until they are actually hungover before they try to get it, which in that case having a delivery service might be effective.
5) For the post-purchase evaluation, all that matters to my customers, is if the product worked or not, basically if they still feel hungover or not. If they are still hungover, they consider it a bad purchase, but if they are no longer hungover, it would be a good purchase.
6) Like I mentioned in some of these previous points, what I gathered from my interviews is pretty straight forward. There aren't many alternatives to a product like this, or at least the alternatives are fairly basic and don't always achieve the desired results. I also learned that all my customers care about is the quality or basically if it works. Price is somewhat a concern but not necessarily.
7) I would describe this segment as a group of people that like to be social, but still need to be productive after a night of drinking. Knowing this information, my customers alternative evaluation will be solely based on if the alternative works better, price won't matter. That will also be the basis for their purchase decision and post-purchase evaluation.
Graham,
ReplyDeleteI think choosing the subsegment of fraternity brothers is a great choice to test the appropriateness of your product. I also agree, that while price does matter, quality is what prevails as the most important characteristic. I feel your product would do great in college towns. One thing you must take into account is all the competitors/substitutes in the electrolyte/recovery market.
Graham,
ReplyDeleteThis is my first introduction to your opportunity and I think it’s a really interesting one. From this, I’m having a hard time understanding exactly what product or service you’re pushing for. However, if it is a hangover cure/prevention, that could be huge for the college student population. I’m still a bit confused by the trials you ran, or just the general questions you asked. There are a lot more variables than just pre-drinking rituals involved in whether or not someone gets a hangover. But, to reiterate, I wish you good luck on finding this hangover cure. I’ll be one of your first customers.
Graham,
ReplyDeleteI agree with the interviewees that clearly prefer in store purchases, especially when the product is needed immediately. I would purchase the Pedialyte the night before. Clearly, if the customer found that the Pedialyte relieved him or her of their hangover, they would keep purchasing it. Being productive the day after is crucial, and anything that would help with that, such as Pedialyte, would be beneficial.