15 Figuring Out Buyer Behavior No. 2

     For these interviews I will be looking at the segment of men who work nine to five jobs (or close to that standard), and shave daily. I believe this segment will represent the core users of the Defoginator and will prove to work well to evaluate it with.

     For the alternatives on the market I have chosen: the more expensive heated mirror, the towel wiping method, and the blind shaving method. I chose these alternatives because I estimate that they represent the most common alternative option to the Defoginator. Upon interviewing three users from the segment chosen, two said they would use the Defoginator over the alternatives and one said he would choose the towel wiping method. The reasons why they chose what they did are as follows. 

     Interviewee one, when asked which factors influenced his choice in the Defoginator, he said that for this use he cares little about style and mostly cares about functionality. Since he needs to be able to shave daily, he would be willing to pay money for a product that helps him do so, which is why he did not consider the DIY approaches. Between the Defoginator and the heated mirrors he told me that he would choose the most effective option that was within his estimated price range of $75. Meaning that he would choose the heated mirrors if they were less expensive. Interviewee two felt similarly to one, and made a point that he would not buy a product at all if it was more than about $50. Additionally, they both claimed that they would probably consider the price less if the product was available in a home decor store, but if offered online would only choose to order it if it was in their opinion cheap. I found that both interviewee one and two lived with a significant other, and that that would impact their decision to buy the Defoginator. They said they would be more inclined to purchase a more expensive mirror to share with their partner than for their use alone. This told me that the purchase decision process would involve the entire family unit for a given home if the product offered was more expensive than the standard bathroom mirror (I stressed that the Defoginator is meant to be the second bathroom mirror for users). When asked about the form of payment they said that it would be unlikely for them to use cash considering the price. Finally, regarding post purchase evaluation, interviewees one and two told me that their main concern was in the effectiveness of the product and the lifetime of the product. 

     Regarding interviewee three, he was slightly different because he lives alone and works in a job that does not necessarily require him to be clean-shaven. He would not buy a product to help him shave because when he does shave, he can do so without a mirror. Although difficult, he claims to be able to do it well without much effort. Therefor, if he ever needs to look in the mirror, a simple wipe of a towel is sufficient. When asked where he would buy it if he was willing to pay, he told me that he mostly shops online and would likely buy it that way if he did. For this individual, the purchase decision would only involve himself, which is in my opinion why he is less inclined to buy it. This comes back to my previous findings that, although outside of the target market, many women may also like to buy and use the Defoginator. This interviewee said that he would definitely look back on the purchase and feel regret as he told me that he already knows he would not use the product very much if he had it. Proving that it would be a bad idea for this person to buy a Defoginator. 

     Based on these interviews, I still believe that this segment would represent a strong base for the Defoginator, but there will still be many within this segment that find no interest in it. Much to my dismay. Nonetheless, I look forward to evaluating further which segments will be most attracted to the Defogniator.