Figuring Out Buyer Behavior No. 1


Interviews:

For the interviews, I focused my segment on UF students who drive cars in Gainesville. All three of the interviewees mentioned they had a difficult time trying to find available spots because there is restricted parking. The majority of the students said that it was most difficult to find parking mid-afternoon (12pm) to late afternoon (6pm) because that is when a lot of students have classes so they end up parking in areas on and around campus. One business student mentioned that he tries to park near Criser Hall because it is the closest parking area to the business school but he rarely finds parking in the afternoon when he has his classes. Another individual mentioned that they try parking in the Standard parking garage but the gate to exit is always closed so she is forced to pay when she leaves. If she does decide to park her car in the garage, she has to leave her car there until the exit gate opens up so she can leave without having to pay a fee. The only issue in trying to do this is that the gate opens at random times but it typically opens around 6:30pm-7:00pm. This makes it inconvenient for her because she spends an extra two hours or so on campus when she could have gone home and gotten the things that have to be done out of the way.

In order to not waste time looking for available spots, each interviewee comes up with their own solutions to their shared issue.  The interviewee that tries to park near Criser Hall takes the bus from his apartment so he doesn’t have to deal with the frustration of looking for parking near campus. Although this is a solution to his problem, he claims that it is his least favorable solution because the bus app is not that reliable since the bus doesn’t show up at the time it is intended to show up. Also, taking the bus doesn’t allow him to stay around campus for too long since the bus route ends at a certain time. Whenever he has to stay later on campus, he is forced to depend on a friend to take him home or he has to Uber.

The other interviewee mentioned that she parks at a friend’s apartment complex near the Innovation Square area because she knows she will have a hard time finding somewhere closer to park. She has to end up taking a 15-minute walk to campus which she feels unsafe doing at night. She always makes a friend walk with her back to her car and then drive them to wherever they need to go or she has a friend drive her to her car. In another case, the other interviewee just ends up walking 30 minutes from where he lives to get to campus hassle free.

These interviewees mentioned that they came up with such solutions through their own personal experiences and through other people’s advice.

Findings:

Based on these interviews, I learned that many students in Gainesville have a difficult time trying to find parking near and on campus. They all came up with various solutions to a shared issue. Although they were all able to find an alternative to the problem, they still seemed unsatisfied with their solutions as it still brought some sort of inconvenience to them. It is a much lesser inconvenience than driving around and wasting time looking for parking but they felt as if it was still an ineffective method to solving the problem.

Conclusion:

I think this segment of individuals in Gainesville is in high need of parking as it is an issue they face on a daily basis. If they had another alternative to this issue, it would make their lives a lot easier and more effective.

Comments

  1. Elise Irizarry ENT 3003February 22, 2020 at 2:28 PM

    Hi Ilana,
    I think there is definitely a high need for so way to see where parking is available and where it is full. I think that a technology like this could even save time because if it is too busy people may decide to just take the bus instead of driving. I think it could be hard implementing this because you would be dealing with the university, city, and the company that owns parking spaces nearby campus. This could make it hard to include all of those organizations in your plans.

    ReplyDelete

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