Figuring Out Buyer Behavior No. 1

• Segment: I chose a segment of college students who were my initial target audience for my delivery service. I decided to choose three individuals who live on campus (student A), near campus (1-3 miles; student B), and far from campus (>4 miles; student C) to see how their needs would differ.
• Need Awareness: Student A is a freshman with no car who lives on campus. She experiences the need for this delivery service late at night and on the weekends because she has to rely on the bus to get around town, and these are the times when service slows down. Student B is a senior who lives near campus behind midtown with only a scooter as his mode of transportation. He experiences the need whenever the weather is bad or his scooter is in the shop for repairs. Student C is a senior who lives far from campus near the Oaks Mall with a car and a bike. He experiences the need on most days because of the traffic around his area during rush hour.
• Information Search: When student A becomes aware of her need, she usually plans ahead by getting things earlier in the day and during the week. If she can't, she either asks a friend with a car for a ride or orders an Uber. When student B becomes of his need, he tries to borrow his roommate's car or takes a Lyft. When student B becomes aware of his need, he tries to get things done during less hectic times of the day.

I learned that individuals in different situations share the same unmet need. There is also a reasonably high demand for this service. While all of my interviewees said that if they're not able to meet their need quickly or at a reasonable price, they settle for going without. However, they all said they would utilize this service for convenience sake.