12A: Figuring Out Buyer Behavior No.1

• Segment: Females between the age of 18 and 22 attending a college or university as a member of sorority associated with the school.
• After interviewing three members of my sorority, I was able to accumulate the need awareness for Rush Kit. All the answers for based on need awareness were very similar, if not the same. Each member said the need comes about in the summer time leading up to fall recruitment. Everyones need was the same as well. This need was taking time and spending money on multiple outfits for the recruitment process. All three members said they were focusing on saving their money, which made it hard for them to spend so much on outfits that they did not necessarily want. The where for need awareness slightly varied. All three members referenced Gainesville as a location were the need starts, but they all changed the primary location to their home town. During the summer they are all home and not in Gainesville, therefore most of the shopping and buying must be done from home. The three locations included Tampa, Ormond Beach, and Fort Meyers. Two of the members said they usually wait until the last few weeks or last month of summer to complete their shopping for recruitment because of other activities and being occupied through the rest of the summer. One member claimed she gets her shopping done in the beginning of the summer to avoid the crowds that go along with back-to-school shopping.
• One of the members said the first thing she does when she starts shopping is searching Google for online stores that are having sales. Then, she goes through the sale stores to see if she can find what she needs. After doing the she looks at other online stores, but immediately checks the sale section before shopping regular priced clothes. All the members said they try their best to take advantage of our sororities shared selling page, where members of our sorority can buy and sell each others clothing and other items.
• Conclusion: This segment is very aware of their needs and needs are very similar, if not the same. Each interviewee showed passion in the topic. It is not something that was brought to their attention, rather it was a known need that is lacking a solution. This is why I see so much potential in the Rush Kit.