Assignment 12A - Figuring Out Buyer Behavior No. 1

Figuring Out Buyer Behavior (No. 1)

Segment Information: The segment of customers I selected to interview was "working mothers".

Interview #1

• Need Awareness: The need for a coffee shop arises for this working mother whenever she drops her kids off at school and would like to go get a cup of coffee, or another coffee type drink to help give her energy to get through her day. She usually meets this need by going home and making her own coffee before getting ready for work. This doesn't completely satisfy her need because she would like to have options for "fancier" drinks that she cannot make at home. She would only use a coffee shop in the morning for the extra energy boost. She works a later shift so around 8 a.m., after dropping her kids off at school, is ideal. She would probably go to the coffee shop at least 2-3 times per week, whenever she feels like getting something better than the plain coffee she can make at home.
• Information Search: She is aware that a coffee shop doesn't exist in her town, so she will usually make coffee herself, or occasionally leave for work a little early to grab a coffee drink in the city where she works. These alternatives are not as convenient. Whenever she is in another place and wants to go to a coffee shop, she will do a search using Google Maps for "coffee". There is usually a Starbucks nearby, so that is where she will usually go, although if there is a local place with a high rating she will give it a try.

Interview #2

• Need Awareness: This working mother says the need for a coffee shop arises for her when she wants to meet up with a friend to enjoy a cup of coffee (or other hot beverages) and socialize. She says there is currently nowhere locally they can meet for “good coffee”. She works part-time so she would like the option of meeting up in the morning on the days she works late, and sometimes in the afternoon. Her current substitute is to meetup for lunch but sometimes she just wants to have something light and would love to have a coffee shop to go to when she doesn't want a full meal. Also, she likes the variety of drinks that a coffee shop offers and there is currently nowhere in town to get anything other than plain coffee. She says she would also go to get herself a coffee type drink to-go occasionally, but mostly feels the need for a coffee shop for social situations.
• Information Search: She doesn't have to do a search for coffee shops in Lake Butler because it is a small town and she knows that her only option is to get coffee at the gas station, order at a restaurant, or make it herself. Whenever she is in another city and wants coffee, she will usually go wherever is closest, as she is not picky about brands. She will sometimes use Google Maps to search for "coffee" and sometimes just look around as she is driving through to see what is available.

Interview #3

• Need Awareness: This busy working mother has a need for coffee to get through her day, everyday. She feels the need for coffee in the morning upon rising from bed. She always makes herself a cup of coffee to start her day. She feels the need for a coffee shop whenever she is craving a coffee drink other than plain coffee, like a Frappuccino from Starbucks or an iced coffee or latte. She would frequent a coffee shop if one existed in Lake Butler. She would mostly go in the morning before work to grab a drink to-go, she would also often grab a drink on the weekend. She says she would occasionally use a coffee shop as a place to meet up with friends or family. As of now, she mostly just drinks coffee from her own coffee maker, and the coffee maker at her workplace.
• Information Search: She lives and works in Lake Butler, so she knows that the option for a coffee shop is not currently available so there is no need to search. Although, she uses Maps on her iPhone, or Google Maps, to search for a coffee shop whenever she is in an unfamiliar city. She enjoys Starbucks so sometimes she will just search for "Starbucks" specifically. She also knows where most of the Starbucks locations are in the surrounding cities (at least a 30 minute drive) so she usually doesn't need to search when traveling locally. 

Based on these interviews, I would say that the segment of "working mothers" mostly wants access to a coffee shop in the morning to get a good tasting hot beverage that will help give them a boost of energy throughout the day. They would also occasionally use a coffee shop as a place to socialize while enjoying their drink. All of these mothers mentioned that they use Google Maps to search for a place to get coffee while they are in an unfamiliar area. This tells me that I would want my coffee shop to appear on Google Maps, and to have a high rating to attract customers who are traveling through or visiting Lake Butler and are unaware of my coffee shops existence.