15A: Figuring Out Buyer Behavior No. 2

Interview 1: She said her main focus is on pricing. She said she must spend a lot of her extra spending money that could go towards more important thinks that she could use in college, such as groceries and school supplies. The other factor she mentioned was efficiency. She says it takes her weeks just to find a few outfits and accessories that meet all the requirements. She said she does a mix of shopping online and shopping in store. Online worries her because she says she never knows what size to get. She usually spends lots of time in stores trying on and purchasing and returning to find the right outfits. She says when looking back she was mostly concerned with comfort because she said she spend full 12 hour days in these outfits. It was also hot so she was focused on staying out of the heat. One example she gave was when she bought a dress that was long sleeve, but met the requirements and she was uncomfortable the whole day. Even though the dress was a good price it wasn’t worth it.

Interview 2: She said she is not very picky with her clothes shopping for rush because she’s going to be a senior and has done the process in the past. She realized she did not wear the clothes much after rush and was upset about the amount of money she spent. She simply looks for the least expensive while meeting the requirements. She prefers to buy online because it is easy to her. She also said she had a few issues with sizing in the past, but it has become easier as she only shops from a few online stores that she knows well. Looking back, she said her priority was to spend the least, but still look fashionable.

Interview 3: She said she is all about the fashion of rush to show off her style. Price matters to her, but style matters more. She shops in stores and online. She said she sometimes purchases multiple outfits for one requirement and choose the one she likes the best at home, then returns the rest. She also said she sends lots of pictures to her friends to get their opinions before buying or ordering. When she thought about past rush experiences she said she was disappointed when she settled for an outfit that didn’t reflect her personal style.

Conclusion: After these interviews I realized that this segment is very diverse. While they are all sorority girls looking for similar products, the shop and different ways and have different priorities. I conclude a few vital things for RUSH KITS would be to allow returns, provide multiple options per outfit description, and bring forth a range of quality and prices. Customers need to be able to pick their price range as well. A goal of mine would be to make the post-purchase evaluations positive. What I mean by that is that I allowed each type of customer throughout the segment to find what they need on this one website.