15A- Figuring Out Buyer Behavior No. 2

Segment selection: 
The segment I selected is American college students. This ties into my service directly as my target group is college students at UF. It is very easy to find students on campus to interview who have this unmet need of textbook issues and cost of them.

Interviews:
My interviews consisted of three students at UF different from the previous buyer behavior assignment. I asked all three the same exact questions and the responses are below. 

Interview 1- Brooks Meredith, Sophomore at UF 
Q:Does price matter most for getting textbooks?
-Yes, since he pays for his own textbooks price definitely matters. 
Q:How does quality affect your decision either a used or new textbook?
-Whatever is the best option for price as a whole will lead him into making a decision. New vs old textbooks is not a big deal to him.
Q:Is there more than just cost or quality that affect your decision of purchasing textbooks? 
-Not really, more of just getting the right books he needs for the best cost. 
Q:Do you purchase online or in store, if store do you use cash? 
-In store usually if he can not get it from someone who has previously taken the class before at UF. He said he pays with his debit card. 
Q:What determines after your purchase if you made a good or bad decision? 
-If he is satisfied with the price he paid and got the usage out of the books, more on the class and structure of how much the textbook is needed. 

Interview 2- Kasey McClain, Freshman at UF
Q:Does price matter most for getting textbooks?
-Her parents pay for textbooks so it is not a priority when getting the textbooks she needs for her classes. 
Q:How does quality affect your decision either a used or new textbook?
-She prefers to buy the textbooks new so she can write her own notes and highlight in the textbooks. 
Q:Is there more than just cost or quality that affect your decision of purchasing textbooks?
-Outside of being able to do whatever in the book for note taking purposes not really.  
Q:Do you purchase online or in store, if store do you use cash? 
-Prefers in store, but if not available she orders online. Her parents pay with credit card either in store or online which ever method she purchases the books from. 
Q:What determines after your purchase if you made a good or bad decision?
-There really is not much since she needs the textbooks for prices. 

Interview 3- John Barger, Sophomore at UF
Q:Does price matter most for getting textbooks?
-Depends on if it is new or used and if it is a good price. 
Q:How does quality affect your decision either a used or new textbook?
-He prefers to buy used books but only if he still can read all the text. He prefers a used book that is in a decent condition. 
Q:Is there more than just cost or quality that affect your decision of purchasing textbooks?
 -Yes, the ease of purchasing them. He would rather it be easily accessible to get the textbooks rather than go on a manhunt for them. 
Q:Do you purchase online or in store, if store do you use cash? 
-He purchases used books online from places such as amazon with a debit card. 
Q:What determines after your purchase if you made a good or bad decision?
-If the class is not book heavy in material or he gets the most out of any textbook he purchases. 

Conclusion:
This segment in terms of alternative evaluation based of the three interviews is based off if the student prefers used or new books. If a student is buying new textbooks, the price is going to be pretty set and stone with a small range of prices. For used books, price can very significantly based on quality of the book. People will pay for used books based on the quality they desire. For purchase decision most new books are purchased in store and used online. With post-purchase evaluation there really is not much to do with buying the book, more of what the class does with it.