Figuring Out Buyer Behavior No. 1
Segment: I chose on-campus students who regularly walk to class over other modes to transportation.
Interviews: I interviewed 2 students who live off-campus and walk from their apartments to class and one student who lives in a centrally located dorm (Broward hall). The general agreement was that the need of not being so hot and sweaty becomes apparent when they're walking to/from class or the library in the middle of the day. One of the off-campus students likes walking to her 8:30 class because it isn't as hot in the mornings on the way there, but the walk home is when she really feels the heat. The one boy who lives in Broward says he gets embarrassed because even though he puts on deodorant before leaving, by the time he gets to class he feels like he smells of BO because he's sweating a lot. All interviewee's said they have this need on a daily basis almost year round. Since Florida only has about 3 weeks of winter they rarely get a break from this issue. Since this issue currently has no real solutions they all accept what their need is and that they wont really get a break. The boy who lives at Broward takes the bus occasionally, but since he's so centrally located he would rather walk since he's never going far. The off-campus students walk to campus because they don't like the bus routes near their apartments and think they take too long to make their route. Since they all know this issue is going to happen their solution is typically to dress appropriately before hand, bring water, and for the girl off-campus she gets there early so she can go to the bathroom and cool off before going into her lecture hall. Something they all agreed on was that since almost everyone else faces this issue as well, they don't feel embarrassed by it because they know all the other students understand and also are having the same problem.
Conclusion: This segment of the market all understands and has this need. Even those who have scooters or take the bus still sometimes have to walk and know that when they do they're going to have to deal with this. There's no obvious solution to this need since it's based on the weather of the state of Florida. I would describe this segment as painfully aware of this need and yet struggling to find a good solution.
Interviews: I interviewed 2 students who live off-campus and walk from their apartments to class and one student who lives in a centrally located dorm (Broward hall). The general agreement was that the need of not being so hot and sweaty becomes apparent when they're walking to/from class or the library in the middle of the day. One of the off-campus students likes walking to her 8:30 class because it isn't as hot in the mornings on the way there, but the walk home is when she really feels the heat. The one boy who lives in Broward says he gets embarrassed because even though he puts on deodorant before leaving, by the time he gets to class he feels like he smells of BO because he's sweating a lot. All interviewee's said they have this need on a daily basis almost year round. Since Florida only has about 3 weeks of winter they rarely get a break from this issue. Since this issue currently has no real solutions they all accept what their need is and that they wont really get a break. The boy who lives at Broward takes the bus occasionally, but since he's so centrally located he would rather walk since he's never going far. The off-campus students walk to campus because they don't like the bus routes near their apartments and think they take too long to make their route. Since they all know this issue is going to happen their solution is typically to dress appropriately before hand, bring water, and for the girl off-campus she gets there early so she can go to the bathroom and cool off before going into her lecture hall. Something they all agreed on was that since almost everyone else faces this issue as well, they don't feel embarrassed by it because they know all the other students understand and also are having the same problem.
Conclusion: This segment of the market all understands and has this need. Even those who have scooters or take the bus still sometimes have to walk and know that when they do they're going to have to deal with this. There's no obvious solution to this need since it's based on the weather of the state of Florida. I would describe this segment as painfully aware of this need and yet struggling to find a good solution.
I think for this assignment you could have split up the different interviews into separate paragraphs. This would have helped you go into more detail and gain more valuable information on your target market. I think you still got some important information, but you would need to obtain more to know about the segment you will be targeting even though it seems like it will mostly be students that have class on campus.
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