Figuring Out Buyer Behavior No. 2

Segment: Gender

Interviewees:

Dorothy Richardson (42 - Female - Constituent Advocacy Manager)

Gabby Vukaj (21 - Female - Finance Major)

Jade Castillo (20 - Female - Entrepreneur of JC Photobooths and Party Rentals)

Alexia Byrd (19 - Female - Accounting Major)

Alternative Evaluation 

What matters most when deciding to join a club or membership based community for something like a gym or self defense classes? Price, quantity, style?

"The quality of amenities."

"The style matters most to me because I want to identify with it and really develop myself physically and mentally"

"When joining a gym, I would prioritize the prices but for self-defense classes I’d be more interested in the style/feel for the class versus it’s price."

"Price and quality definitely"

Or is there more than one factor that is important to you?

"Price then accessibility as I need to make sure it fits my schedule."

"The second most quality is quality because as a busy student, I need it to have multiple class opportunities."

"I can be more lenient on the price for self defense classes because I’m paying for an instructor to teach me how to defend myself. At a gym, I’m just using their equipment which I can find anywhere. Self defense classes will vary depending on the instructor, but the equipment at a gym shouldn’t change as drastically as classes."

"If feel comfortable with the trainer or whoever is teaching it."

How/Where Do They Buy

When starting these types of memberships, are you more likely to look around at different options online or do you check out the places in your local community in-person?

"I do online searches first and then call and if I like all that then I would go to the facility and check it out."

"I usually check the places out online because it's awkward to go and decide there that I don't like it."

"For self defense classes, I’d look online because I’d want to read through their website, the different classes, any reviews but for a gym, I’d just go. I’ve seen employees give tours to new clients looking into signing up for their gym but I’d just look online for the best deals and just sign up. To me, equipment is equipment."

"Normally online and reviews."

Are you more likely to use cash or will they finance the purchase or set up a payment plan?

"Monthly payments"

"As a finance major I know the payment plans are a scam because in the end you pay more. I like to pay it all up front or make use of any financial incentives to join."

"For the both options, probably a monthly payment plan that would withdraw the money from my account"

"Payment plan."

Post-Purchase Evaluation

What matters most to you when you think back on the 'rightness' of the purchase?

"So the purchase would be right if it's not too expensive."

"What matters mot to me when I think of the "rightness" of the purchase is if it truly challenges me in the way I'm looking to be challenged and if it impacts my day to day habits and body figure."" What matters most to me is knowing the purchase was worth it in the long run – am I able to defend myself because of the self defense classes? Have I lost weight or gained muscle? Both memberships, gym and self defense classes, should result in a change at the end of my journey. I’ll know I made the right move in terms of my purchase if I can say I’ve changed for the better/made steps toward accomplishing my goals."

"If I am actual able to protect myself afterwards."

What helps you determine if  the purchase was a good idea?

"If I see changes to my lifestyle, it works."

"I’ll know the purchase was a good idea if I’m seeing results. I don’t want to pay $20 a month for a gym membership"

"I would base it on how I feel about myself and growth. If I'm feeling stronger and more confident."

"If I feel safer walking around."

What sorts of things make you think a purchase was a bad idea?

"Bad idea if I tried for a few weeks or so and  I don't feel anything different."

I would think the purchase is a bad idea if the gym focuses more on the social scene or the "fun" fads that are not effective."

"If I don't think I actually got any benefit out of it or if it was a waste of time."

Conclusion

I think in general, most people shop for things in the same way. The search starts online so a company's online presence and aesthetic should be strong. Payment plans usually the preferred route to take for long term things such as these, and to be more profitable, people always enjoy be offered extra amenities. Finally, people want to feel welcomed in this type of community, they want it to make a change to their lifestyle and actually work for them. Maybe incorporating an employee whose job is to meet with the consumers their first week to make personalized plans and classes for each individual.