Assignment 15

Emily is a consumer that fits into my segment. Emily explained to me that when she becomes aware of the need, she automatically goes to the Starbucks closest to her which is usually at the Starbucks at Marston Science Library. Emily chooses her product on convenience and what she’s used to. Emily buys in store every time, she gets a different drink depending on her mood and the weather, and she doesn’t mind waiting in line. Emily uses a credit card or a rewards app when purchasing. Emily told me that usually if the coffee tastes good, she feels good about the purchase. However usually she does feel bad because of the steep price of starbucks. 

Caleb is the second consumer that fits into my segment. Caleb told me that when he becomes aware of the need, he goes to the Dunkin’ Donuts on Newberry road. Caleb chooses his product based on what he knows and price. Caleb buys his coffee in store because he is usually looking at the products available and the seasonal products they promote. Caleb told me he almost always uses cash. Caleb told me that he almost always feels good about the purchase and really never thinks twice. He usually doesn’t feel bad about it or think it was a bad idea unless the coffee tastes bad. 

Tim is the last consumer I interviewed that fits into my segment. Tim told me that when he becomes aware of the need, he uses his phone and looks up the closest coffee place to him, usually Mc. Donalds or Dunkin’ Donuts. Tim usually decides based on the price so he told me that he usually opts for Mc. Donalds. Tim also orders in store and never online just because he thinks it takes just as long. He explained to me that if he has cash, he’ll use cash but he usually doesn’t so he uses his credit card. Tim told me that usually if the coffee tastes good, he feels good about the purchase which is most of the time. Sometimes he might feel like it was a bad purchase if he waited a long time and at that point it wasn’t even worth it. 

I think that this was kind of what I was expecting going into these interviews. I am a consumer myself so I know the whole thought-process. Although I have some expectations, I was kind of shocked about how the three people choose where they decide to purchase and how two of them usually don’t feel bad about the purchase, because I would say usually half of the time I do because of the price if I don’t finish the whole coffee.