Figuring Out Buyer Behavior No. 1
My Market Segment: Businesses that have to find an alternative to single-use plastic bags because they are being forced to by local legislation.
Interview #1: Used Clothing Store Owner
Need Awareness- This store owner has been informed about the need but has not begun to make significant changes to the way that she runs her business because she does not think that it is necessary yet. She has become aware of the impending need due to news stories that she sees on TV and on social media platforms, like Facebook, but also has heard that the bans keep being pushed back in her area, so she is unsure if they will ever come to fruition.
Information Search- She said that she has done a little bit of information searching, but mostly through internet searches and by reading articles and posts that she sees on social media. She was unable to remember or cite the specific search that she made, but said that it was probably along the lines of "Gainesville plastic ban" or "plastic bag ban Alachua County". She also said that she often asks her husband for his advice because he is usually more involved with political and social changes than she is. She noted that she does not spend a lot of time researching policy changes because she oftentimes finds them divisive, but instead, relies on people in her family and community to let her know about something important that might affect her in the future.
Interview #2: Record Store Owner
Need Awareness- This store owner was well-informed about the issues and impending bans and has already begun to make changes that will prepare him for when the legislation is actually enforced. He said that he was originally informed about the proposed policy change through a headline that he saw on a newspaper article. He was alerted by the headline, at first, because he considers himself to be an eco-minded person and was interested in the implications of the legislation, but then realized that this would affect his business operations too.
Information Search- He said that after he made the realization that this could affect his business. he began to google the topic and found more digital articles about the new legislation and informed himself that way about its effects and reach. He received most of his information from local newspapers that had published their articles digitally but also noted that many of his friends volunteer for local community groups that support the legislation and he has learned a lot from them as well.
Interview #3: Manager for a Local Restaurant
Need Awareness- This manager said that he was actually made aware of the new legislation by a customer who pointed out that they were using recyclable and biodegradable containers for take-out but still used plastic bags to pack them in. The customer was interested in why they had chosen to make certain eco-friendly changes but not stop using plastic bags, which would be banned in the future. He said that he had personally not heard about the legislation when this was pointed out to him, likely because it had not been widely published in the news and on social media.
Information Search- After having this discussion with the customer, he said that he did some quick research online that night but did not find much and did not think much about it until a few weeks later, his boss informed the staff that they were to try and use less plastic bags so that their supply would not run out before the ban was imposed. The owner of the restaurant did not want to make a large order knowing the ban was approaching and so he informed the staff and the manager to be frugal with their use. The manager told me that after this discussion, he began to notice more articles and posts on social media about the topic. He noted that he thinks that he had already been seeing them but had not decided to start clicking on them and reading them until his boss had brought up the problem and how it would affect him at work.
Summary:
I think that this segment of the market is dependent on being directly notified of the problem in order to become aware that they have a need. This is because they probably would not be making eco-friendly changes without being forced to by legislation. They have to be told or shown that there is legislation that will affect them and how it will do so. This segment of the market is also probably going to do most of their information searching on the internet or through social media because it is convenient and easy. For them, making these changes is not something that they are actively interested in and they are unlikely to be willing to spend large amounts of time or effort finding information, and would probably prefer for it to be given to them in a convenient manner.
Interview #1: Used Clothing Store Owner
Need Awareness- This store owner has been informed about the need but has not begun to make significant changes to the way that she runs her business because she does not think that it is necessary yet. She has become aware of the impending need due to news stories that she sees on TV and on social media platforms, like Facebook, but also has heard that the bans keep being pushed back in her area, so she is unsure if they will ever come to fruition.
Information Search- She said that she has done a little bit of information searching, but mostly through internet searches and by reading articles and posts that she sees on social media. She was unable to remember or cite the specific search that she made, but said that it was probably along the lines of "Gainesville plastic ban" or "plastic bag ban Alachua County". She also said that she often asks her husband for his advice because he is usually more involved with political and social changes than she is. She noted that she does not spend a lot of time researching policy changes because she oftentimes finds them divisive, but instead, relies on people in her family and community to let her know about something important that might affect her in the future.
Interview #2: Record Store Owner
Need Awareness- This store owner was well-informed about the issues and impending bans and has already begun to make changes that will prepare him for when the legislation is actually enforced. He said that he was originally informed about the proposed policy change through a headline that he saw on a newspaper article. He was alerted by the headline, at first, because he considers himself to be an eco-minded person and was interested in the implications of the legislation, but then realized that this would affect his business operations too.
Information Search- He said that after he made the realization that this could affect his business. he began to google the topic and found more digital articles about the new legislation and informed himself that way about its effects and reach. He received most of his information from local newspapers that had published their articles digitally but also noted that many of his friends volunteer for local community groups that support the legislation and he has learned a lot from them as well.
Interview #3: Manager for a Local Restaurant
Need Awareness- This manager said that he was actually made aware of the new legislation by a customer who pointed out that they were using recyclable and biodegradable containers for take-out but still used plastic bags to pack them in. The customer was interested in why they had chosen to make certain eco-friendly changes but not stop using plastic bags, which would be banned in the future. He said that he had personally not heard about the legislation when this was pointed out to him, likely because it had not been widely published in the news and on social media.
Information Search- After having this discussion with the customer, he said that he did some quick research online that night but did not find much and did not think much about it until a few weeks later, his boss informed the staff that they were to try and use less plastic bags so that their supply would not run out before the ban was imposed. The owner of the restaurant did not want to make a large order knowing the ban was approaching and so he informed the staff and the manager to be frugal with their use. The manager told me that after this discussion, he began to notice more articles and posts on social media about the topic. He noted that he thinks that he had already been seeing them but had not decided to start clicking on them and reading them until his boss had brought up the problem and how it would affect him at work.
Summary:
I think that this segment of the market is dependent on being directly notified of the problem in order to become aware that they have a need. This is because they probably would not be making eco-friendly changes without being forced to by legislation. They have to be told or shown that there is legislation that will affect them and how it will do so. This segment of the market is also probably going to do most of their information searching on the internet or through social media because it is convenient and easy. For them, making these changes is not something that they are actively interested in and they are unlikely to be willing to spend large amounts of time or effort finding information, and would probably prefer for it to be given to them in a convenient manner.
Hi Alex,
ReplyDeleteI was really surprised that the people you interviewed were not aware of the proposed ban right away. I would expect that these business owners would be more in touch with the news, especially with regulation changes that affect their work. I was also surprised that they did not seem to be interested in making the changes right away. I think this might mean that your product may take a little more time than expected to have more demand.
Hi Alex,
ReplyDeleteI think your interviews was not that great but I know you're idea's are great to me. But I when you was interview manager said "This manager said that he was actually made aware of the new legislation by a customer who pointed out that they were using recyclable and biodegradable containers for take-out but still used plastic bags to pack them in. The customer was interested in why they had chosen to make certain eco-friendly changes but not stop using plastic bags, which would be banned in the future. He said that he had personally not heard about the legislation when this was pointed out to him, likely because it had not been widely published in the news and on social media." I feel this was the most positive thing to here about your business.