Sketching Out the Beginning of the Buyer Behavior Process
Choosing a segment:
I chose the segment of old people
who get dropped off by their children or grandchildren. In each of my interviews
they all responded well. They trailed off and wanted to talk. I asked them if
they enjoyed having people talk to them, they did. In one interview the lady
said that she gets dropped off by her grandchildren and they leave after they
drop her off. The other two were with their children who were taking them to
get their regular eye exam.
What I learned:
I
learned that the demand for customers to want my service in this segment of
people is wanted. All of them want conversation which an optical and ophthalmologist
provide. It also helps having a centralized location for this service because
it allows the elderly to not feel like a burden to have a ride to get taken to
another place.
When I asked
them how they get around this problem they said that they get referred by the
optometrist to go to an ophthalmologist. They call their children or
grandchildren to take them there, but usually they go there days or weeks
later.
How would I describe this segment:
This
segment has a want for this service because they are elderly and do not have
much meaningful conversation because their family is at work. This service
provides a centralized location for all aspects of eye care which this segment
needs and because of the two environments, provides a friendly environment where
the elderly would get a lot of human interaction.
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