Figuring Out Buyer Behavior No. 2

Interview 1: During this first interview, I learned that this customer takes price into consideration when buying anything from the grocery store, especially fruits and vegetables because there can be a large price difference when it comes to organic vs. non-organic and GMO vs. non-GMO and other things like that. Quality is also something that she always considers when buying fruits and vegetables because she wants the best for her family. For these particular products, she says going to a grocery store to evaluate her purchases of fruits and vegetables is the only way to go and obviously use cash when checking out. Shelf life and quality of the good is something that this customer reflects on after her purchase. When fruits and vegetables are high quality, it allows her to feed her kids the best of the best and she feels safe doing it, but when receiving low quality goods, she immediately reflects on how she could have bought something different.

Interview 2: During my second interview with one of my friend's dads who grocery shops often, he informed me that, like the first interview, price and quality are very big when it comes to buying fruits and vegetables. He does not have a preference either way when it comes to organic vs. non-organic and GMO vs. non-GMO, but instead likes to take a look at the quality of the goods that he is buying, making sure to get the most out of what he is paying for. He always prefers to buy these goods in a store so that he can look at the products he is buying with his own eye since the quality of fruits and vegetables can differ. The thing that matters most to him after he purchases these products is to get the most out of them. He does not like to waste food so using all of his purchases in the best way that he can makes it a good purchase. Whenever food goes wasted in his house is when he feels as if they were a bad purchase.

Interview 3: During my third interview with a friend's mom, she informed me that she always looks for organic and non-GMO products and that the price of them does not matter so much to her. Quality of the products is another big thing that she looks at when comparing organic products. She typically prefers to buy at a local food market so that she knows the fruits and vegetables that she is buying is fresh and have not been through a lot of processing like conventional products. What matters most to her after she purchases these products is that they are safe for her family's consumption and that they have not been genetically modified. She is very satisfied when she can taste the freshness of the goods that she buys. She says that she the purchase is a bad idea when she may have not read the labels on a product right or the product is mislabeled.

Based on this segment, I would conclude that price and quality of products is a huge factor when it comes to these customers. This would give conventional farmers a competitive advantage because conventional products tend to be lower priced than organic and non-GMO products. All of these customers prefer to buy in store so that they can evaluate the quality of the product that they are buying and I would conclude that quality of the product is what they look into most after they have purchased it (things like shelf-life, freshness when consumed, and other things). Things like wasted food, bad quality, and mislabeling are all things that these customers see as a failed purchase.