Figuring Out Buyer Behavior No.2

In relevance to the parking situation in Gainesville, one interviewee mentioned that their choice in choosing a parking spot depended on how close it was to campus. They did not consider pricing to be their most important factor as long as they could easily walk to their class in 5-10 minutes.  

In another interview, the interviewee was more focused on the pricing of the parking. They said that parking is expensive all throughout Gainesville and were not willing to pay more than $5 for a space.

In the last interview, the individual was surprisingly more concerned about the structuring of the parking garage. He said that the few parking garages that are close to campus are very tight and do not allow for a lot of space for the cars to park in. He said that he is always scared to park his car there because he does not want to potentially hit the other cars. The interviewee also expressed his concerns in how tight the turns of the current parking garages are. He said that many people speed when they make the turns of the parking garages and they do not realize that there is an incoming car on the other side. This increases the chances of the two cars getting into an accident.

Where do they buy:
My segment is most likely going to be financed by the city and the city’s taxpayers. The people that would be involved in the purchase decision would be the city’s developers, the construction company, and the contractors.

Post-Purchase Evaluation:
 The factor that matters most to my customers are their ability to find a convenient parking spot without any hassle and walk to their location. The thing that helps them determine the ‘rightness’ of their purchase is if it helps make their lives a lot easier. In this case, the systematic parking garage is one that creates a more organized and efficient way for people to find available parking spots. The sorts of things that make a purchase a bad idea is if people do not think they are getting any benefit from it.

Conclusions:

Based on my interviews, I realized that each interviewee had a set of alternatives that they found to be important. For instance, one interviewee was more focused on the relative location to campus while the other was more concerned about the physical spatial designing of the parking garage to prevent the chances of accidents. Despite their differences in alternatives, all interviewees still found the efficiency of finding a parking spot the most important factor for them. They would all be willing to invest in the systematic parking garage if it helped reduce the stress and hassle that comes with trying to find a place to park their car without any fear of getting it towed. At the end of the day, they would rather pay a $3-5 parking ticket without any hassle than pay a $100-200 towing fee.

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