Assignment 12A- Figuring out buyer behavior number 1

• Segment:
• For this assignment I choose a segment of college students looking for apartments to get of the dorms. My first two interviewees are guys from my floor currently that are looking to move to apartments next year. My last interviewee is a female student that is living in a single room. All of them are fed up with their current living situations and are wanting to move to a better option.
• Interview information
• In my first interview I found out that my friend on my floor finds himself thinking about this need every time he uses the bathroom. He thinks about how he wants to move because of the nasty conditions within the communal bathroom. He also thinks about the need to move when it comes time for him to go to sleep at night. This is because the walls in the dorm are not capable of keeping noise out and the people on my floor like to be loud late into the night. He told me that the first thing he does when he realizes this need is go to multiple sites and find the prices for local listings on apartments. He goes to multiple sites in order to figure the price that is most agreed upon between all these sites. He primarily uses apartment finding sites that are heavily advertised because he finds that these websites are often the ones with the most accurate information, but not always. He also then goes to visit the place in order to make sure that the prices and what is offered is actually accurate.
• In my second interview I asked my other friend on my floor what it is that makes him want to move out of the dorm. He told me that the primary reason is that he doesn't want to deal with people he dislikes on a daily basis. He also added that the bathrooms played a role in his decision. He stated that with an apartment he can control who he interacts with to a certain extent. In the dorm he is forced to interact with people he doesn't want to if he is hanging out in the lounge or with people that he actually wants to interact with. He told that the first thing he did when he realized he had this need is almost identical to my first interviewees process. He goes onto multiple websites gets as much information that he can from them and then visits the places he decided on.
• My final interviewee told me the reason they are searching for an apartment is for more freedom. She told me that she has an intrusive RA and this severely limits what she is able to do for fun and how she would like to live. She is reminded of this need every time she has an interaction with her RA. The first thing she did once she decided she wanted to move was to go visit local apartment complexes. She did this because she is not as trusting of the websites as my other interviewees. She did say that she would be willing to use a product such as mine if she knew that the information would be accurate. She is still looking for a place to live because of the amount of time that her method takes.
• What I learned:
• I found out that many people are constantly looking for not only a better living situation for themselves but also are constantly looking for a better way to find these new places to live. The interviews I had told me that this is a very sought after product. The problem is that there are so many other products that are out there that promise what my product is promising but don't live up to that promise. This is why many people are so distrusting of websites to find new living accommodations. I also learned that many people do not like living in the dorms for a variety of reasons.
• Describe the segment:
• I would say that there are a lot of college students that are thinking of moving out of dorms and into dorms. Many of the individuals that I interviewed in this segment said that they are fed up with wasting their time constantly searching for accurate information. Many in this segment would be willing and ready to use a product such as this one.