In my first buyer behavior post, I came to a conclusion that my target customers optimal way to satisfy their need was to search on the internet. These people would use Google to find recreational cannabis stores in their area, and would then look to see if the store had a website.
In this post I asked the three young men what mattered the most to them once they go about purchasing cannabis from a recreational store. After interviewing these people, I came to the conclusion that the highest alternatives are price and quality. These people all tried to find the highest quality, organically grown cannabis that had good health benefits and great euphoric effects. I found that quality was the most important deciding factor with price coming in as a close second. After talking to these three people, I realized that people are more willing to spend a few dollars extra to acquire a high quality product. These people made a list of a couple of stores in their area, and called them all to see what kinds of quality and pricing options they had. These people would then make a decision that blended the best price and quality together.
My target audience is more likely to buy in store. Due to the fact that recreational cannabis is only legal in certain states, the online market is not as big as brick and mortar. People that reside in the legal states typically go to a store to purchase cannabis. Also, after talking to my interviewees, I learned that they always buy their cannabis in cash. Cannabis is a lower ticket good, with not much financing potential.
What matters most to my customers when they think back on the 'rightness' of the purchase is how the product made them feel. If the cannabis gave them the effects they were looking for, then they described the purchase as a successful one. If the cannabis was low quality, overpriced, or did not deliver on the effects part of the product, then the customer would say that the purchase was a bad one.
Overall, after interviewing these three young men, I have concluded that this segment evaluates alternatives in terms of quality at the top, with price coming in at a close second. This segment is looking for a high quality/organic product that is relatively cheap and will deliver euphoric effects when used. As far as post purchase evaluation, this segments believes the purchase is just if the cannabis delivers a pleasurable euphoric state with no side effects or negative feelings.
No comments:
Post a Comment