Assignment 15A – Figuring Out Buyer Behavior No. 2

Evaluating How Your Customers Evaluate Stuff

Alternative Evaluation (How they do their picking?)

• Interview #1 - The first person I interviewed said that they pick what coffee to buy based on the quality of the coffee and the name brand. They prefer Starbucks brand so they usually seek out that specific brand if shopping in the grocery store, or find a Starbucks location if they are in a place that has a physical location. This person seeks out the specific name brand (Starbucks) and high quality coffee.

• Interview #2 - The second person I interviewed said that they like to buy organic or "more natural" brands of coffee. They like to buy coffee from Trader Joe's or Whole Foods where they offer high quality, more natural choices. If they go out for coffee (which they rarely do because of inconvenience), they tend to look for local coffee shops. This person looks for high quality, natural/organic brands of coffee.

• Interview #3 - The third person I interviewed said that they prefer Dunkin' Donuts coffee if it is available. They sometimes buy this specific brand from the store, but sometimes they will try another brand of coffee if it's a good deal. This person has a preference for a specific brand but also decides based on price.

How/Where Do They Buy?

• Interview #1 - This person buys mostly from grocery stores, but also orders from Amazon. They sometimes go to Starbucks to get coffee. They use a debit card for most purchases.

• Interview #2 - This person buys mostly from natural grocery stores, sometimes local coffee shops. They pay with a debit card or cash. 

• Interview #3 - This person also mostly buys from grocery stores. They occasionally go out for coffee if there is a shop nearby, specifically Dunkin' Donuts. They also typically use a debit card.

Post-Purchase Evaluation

• Interview #1 - This person evaluates if their coffee purchase was a good one by the taste of the product. They mostly stick with Starbucks because they like the taste and sometimes regret trying a new brand. It is worth it to them to pay more for a better tasting and higher quality product.

• Interview #2 - This person also said they evaluate their coffee purchase by the taste of the product. They only regret the purchase if they don't like the taste. They like to try different brands and taste is the main factor in deciding if they will purchase that brand again. They also feel good about spending money on a healthier product even if it costs a bit more.

• Interview #3 - Additionally, this person evaluates their coffee based mostly on taste. They also like to get a good deal and feel good when they save money. They usually stick with the Dunkin' brand because they like the taste, and sometimes regret going with a cheaper brand if it doesn't taste as good.

Conclusion

Based on these interviews, it is clear that coffee is evaluated by the majority on taste. Only one of the three said they evaluated price. The other two are willing to pay more for a high quality cup of coffee. They all mostly purchase their coffee at a grocery store, with a debit card. One has a preference for a more natural/organic coffee, while the other two prefer to stick with well-known name brands.