12A – Figuring Out Buyer Behavior No. 1

Segment - Demographics focusing on age and marital status.


 Person 1 - Ashley age 34, is a wife and a mother of three.

When - Ashley has the need for delivered pizza and wings on a Friday night, aka “Pizza Night.”

How - Ashley and her husband have this need because they are pizza and wing lovers and work hard all week. The couple and their children consider this a treat as they don’t have to cook or do dishes. They make a point to always ask for paper plates when they place their order.

Where - Being on the go all week, they have the need for pizza and wing delivery at home instead of fighting the traffic and busy waiting lines that most restaurants deal with on a Friday night. Ashley’s comment was “I’m around tons of people all week at work, the last thing I want is to go stand in line at a busy restaurant.” Ashley admits to doing Google searches for coupons and specials. 



Person 2 - Jack age 67, is a retired mailman and married for 42 years. 

When - Jack has the need for Alfonso’s during the week when he wants to get out and get away from the wife. 

How - Jack likes his draft beer and 2 slices of pizza. He comes in around 5 and meets up with his buddies from the Post Office where he used to work. They catch up and have a few laughs and conversation. 

Where - Jack comes in and gets a spot at the bar before the crowd rolls in. Jack is a local and lives around the corner as he prefers the local bar seen “as it's not very far to drive home after a few.” Jack is not a Google search kind of guy. His main concern is good prices and close to the house. 



Person 3 - Taylor age 28 & Amber age 24 are a couple that just started dating. 

When - They get the need for drinks and live music on the weekends, although they pop in during the week for pizza especially if there’s a game on. 

How - If there’s a good game on or a local live band that they like. Taylor is a musician himself and Amber is a “massive music lover.” Amber usually comes out to Taylors gigs. They also like the fact that they can eat their favorite food (pizza) , have a drink, and catch some live music all in one place. 

Where - Taylor and Ashley are also locals so “Alfonso’s is the perfect place to come in and get it all under one roof without getting too far away from home.” 


The Wrap Up !
The main thing that continues to be my segment focus is on the locals, they are my bread and butter. Treating the locals right keeps them coming back as I have learned over the years. Some of my previous experience was working on St. Pete beach on the west coast in Florida. In my opinion I will take the consistent middle ground of the locals over the seasonal craziness of the tourist anyday. Besides , I like knowing my customers and seeing them on a daily basis. It just makes me happier!

Comments

  1. sophiappFebruary 23, 2020 at 3:44 PM

    Great blog post Richard, I appreciate how you gave a little background on the people that you interviewed. Similarly to your first interview with Ashley, my family also struggled with finding time to cook dinner, and clean up, etc. on busy weekdays, although going out tended to be out of our budget as an option. I believe your business concept could be incredibly successful if you keep your mind to it, which I hope you do!

    ReplyDelete
  2. Aislinn HarnettFebruary 23, 2020 at 6:47 PM

    Great post Richard, I think it was great that you were able to learn about the different reasons why each of these customers might experience a need for your business idea. Was there anything that they said during this interview that surprised you? It may give you new ideas to things you could incorporate to increase foot traffic into your restaurant. I do agree that focusing on locals is a good idea, as they are the ones that will continually come in, versus tourists who will likely only come once.

    ReplyDelete
  3. Yuma FukamiFebruary 24, 2020 at 6:58 AM

    Hi, RA. Amazing blog post! I think the great point that you did is to interview wide range of people and to analyze the information from them. I agree with you that preferences or needs very depending on the age and the marital status. I suppose you have gotten to know more about your business through this class and interviews!

    ReplyDelete

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