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Interview Summaries: 

1) I interviewed an individual within my target segment named Halle who is a Sophomore at the University of Florida. I began by asking her questions about how she chooses to purchase things, what she thinks about in the back of her mind when deciding. She explained that although she is on a college budget, she has a lot of scholarship money so she primarily chooses based off of quality, style, and overall liking. Price did however play a role, she explained that she wouldn’t buy expensive things if she didn’t feel as though they were worth it. She also buys based off of necessity, she said she seldom buys thing out of random just because she wants them, this way she has more money to spend on things she needs but can get higher quality things like organic foods. She says that there is always more than one factor that goes into deciding if she buys something or not. Additionally, she says unless its groceries or toiletries, she primarily buys things on line, even if she knows that they are available in store. She likes the convenience of ordering something and it coming right to her door. Halle said she is much more likely to pay via card rather than cash. Lastly, she stated that if the product she bought exceeded her expectations than it has a higher “rightness” but if the opposite occurs she would most likely switch to another product or brand. 

2) Next I interviewed Sam, a Junior at UF who rides his scooter to class almost every day. When asked what factors go in to deciding what he buys, he said he chooses heavily based off of price. Unlike my first interviewee, Sam maintains a job on campus to be able to pay his rent bills, and relies on Florida Bright Futures to pay for his classes so he has very minimal money to spare. He says that although he purchases based off of price, he often hopes that the quality will also be up to par and reflect some of his style. He says that he buys everyday items in person, but speciality items over the internet. He expressed that for my entrepreneurial  endeavor it may be best to have both a store and an online option because hats are best to try on. He says he rarely ever has any cash on him, and purchases everything with his debit card. Finally, he explained that if a product does what it is intended to do and doesn’t give him any problems then he considers it a successful buy. Anything that goes above and beyond of what he thought it did, would be considered a great buy. He says he isn’t really picky on many things, so unless something he buys really disappoints him or is inconvenient then he would consider it a bad purchase. 

3) I asked Eden, a freshman at the University of Florida who takes her bicycle to work, class, and meetings about what goes into her decision making process in regards to purchasing things. She said foremost, she worries about price. She explains that she was comfortable growing up but with such a large family, they learned not to buy extravagant things that they did not need. This on top of paying for college classes, a dorm, and food has led her to become pretty strict with herself when it comes to buying things. Price is certainly the most important factor, but she stated that functionality was also super important to her. Eden says she buys nearly everything online, sometimes she even gets her groceries delivered from online, but especially enjoys ordering things off of amazon rather than buying name brands. She too buys things with her credit or debit card rather than carrying cash and considered a good buy one that is functional and practical and met her expectations. She considers a bad buy when food she buys doesn’t taste as good as she thought or when she orders things from online that don't look as good as they did on the website. 

Drawing Conclusions: 

Alternative evaluation: PRICE is their number one concern because of the state of life they are in. Young adults typically do not hold full time jobs and must pay for things like university classes, food, and rent. This puts an extremely tight bond on their disposable income and makes their biggest concern staying within budget. 

Purchase Decision: Unanimously all 3 of my interviewees stated that they seldom have ash on hand and usually use their debit or credit card. Additionally, they are the segment to be more likely to buy things online, because of the convenience. Someone did however express that a hat like helmet should have in person stores that people can try them on before purchasing. 

Post-purchase evaluation: Within the segment I have chosen, post purchase evaluation is based off of instant gratification and whether or not a purchase met up to their expectations.