Figuring out buyer behavior pt 2

The segment of people that I decided to interview werre boaters. I asked questions about the buying process of purchasing a boat and what they looked for when they were making their decision. I found that 2 of my three interviewees liked to purchase used boats because the boats had been tested by the previous owners. The interviewee that liked to buy new boats said that new boats were a better buy because they often came with warrenties.

After conducting my three interviews I learned a lot about these purchaseers decision making before, during and after the purchase decision. I learned that pepople making especially big purchases take a lot of time time to analyze their options. All of the purchasers spend considerable tie evaluating all fo the alternatives in their boat buying decisions. During the decision every buyer went into buying the boat confidently because they had put in their work by doing good research, so making the actuall purchase wasn't a big deal. The buyers post purchase behavior was contingient on the expected and actual performance of their boats. If the boat ran well and served its purpose the buyer/new owner was happy. If the boat had engine problems or did not meet expectations then the buyer was dissatisfied. Overall analyzing the decision making in buying a boat was a great measuring tool to see how real people think before during and after a purchase.


Comments

  1. UnknownMarch 10, 2018 at 5:32 PM

    Hey Kerry

    This is a great analysis into the behavior of consumers within the boating industry. People who buy boats tend to be much wealthier than most consumers and that could play into the buying criteria that they have. Buying a boat is a huge life decision that probably takes months for people to make. Having the opportunity to be with the buyer throughout this process would likely increase the chances that they do business with your company.

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  2. Michelle HawkinsMarch 11, 2018 at 7:12 PM

    Kerry, I honestly love your idea and your analysis of consumer behaviors. Purchasing a boat is not the same as purchasing a shirt or even a laptop, it is a much bigger commitment. You are required to think about how much it’ll cost for up-keeping and other expenses, where to store the boat, insurance, etc. By thinking outside the box, you were able to obtain new information that could be useful to your project. Great job!

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