15A- Figuring Out Buyer Behavior No. 2

I interviewed 3 more UF students with cars living off-campus, without a reserved parking space. Since the only other "service" that really acts as a solution to this problem is having a reserved space, the metric that most comes into play in making a decision is price followed by location/convenience factor. Based on my discussions with these three students I have gathered that the main alternatives are: city parking, reserved spot, and not having a car at all. While not having a car is the cheapest it also sacrifices a lot of utility. City parking is the cheapest parking decal but sacrifices location and convenience, which is why my service would be useful.

For a product like mine, the purchase would occur on their phone as it would be an app. Also, in my interviews, I learned that all three students have no qualms with online shopping. They are more likely to use cash/credit card to make purchases.

They evaluate their purchases based on either how much the service improves their lives, how much they enjoy using the product, and whether or not they think they got a fair deal for whatever the product/service is. They would think the purchase was a bad idea if the utility they receive from the product/service is not as great as they anticipated.

Based on these interviews, I've learned that my segment values price quite a bit but also would be willing to pay more if they feel the utility they get from the service is significant. They enjoy purchasing online as they are mostly younger people who believe that it is more efficient.