For my interviews, I chose the market segment who religiously shops online for everything. To gather this information, I interviewed a college-aged woman, a middle-aged woman, and a college-aged male athlete. All three also fall into the category of caring about the ingredients they put on their body, but don't have the time to dive in and do enough of their own research about products.
When they realize the need, they immediately search for natural alternatives on sites like Amazon, but quickly realize that they are expensive. I have even done this myself, searching for things like green tea oil and the like, and they are expensive and offer few alternatives. There is also outside research that has to be done when going on this search. They look on trusted websites about these ingredients, like ones with certified doctors affirming the information given, and some even read studies affirming the safety and effectiveness of ingredients in products. They also put a high degree of emphasis on the advice and recommendations of friends and family. If the information is easy to get a hold on, they will use it; any deeper digging does not fit into their schedule.
I would describe this segment as consumers wanting to be educated but simply don't have the time, so having a website to personalize their skincare products and also be told concisely the benefits of different products would simplify their lives, especially since they already buy a ton of products online.
Hey McKenna! I think you captured your buyers behavior really well. The thing I notice about natural products is that when you buy a natural product such as jojoba oil, which is amazing for dry acne-prone skin, at Whole Foods for example, the cost is around $6-$15. Then, you compare this with “natural” products sold at Sephora that have so many other additives, but jojoba oil being their main ingredient, then it is being sold for around 50 dollars. It’s so insane! I think marketing the simplicity of your natural product will be especially important.
ReplyDeleteThis would also serve as a great idea for sourcing favorite products in make-up, clothing, shoes, hair care, you name it. It’s like buying favorites, but, it’s geared especially for you and scans across different vendors and product types. I know I’ve seen ads that disguise themselves as factual documents helping you to pick the best one, like Consumer Reports, but those are usually just ads leading you to buy their own products. I think you’re on to a great idea.
ReplyDeleteHey McKenna. I think you came up with a great idea for a business and it would do really well. I also think the segment you chose is very clear. People love to purchase natural products that contain ingredients they can pronounce. Focusing on the pureness of the product will be a huge marketing factor. I know that I would purchase a natural product over one that is not natural.
ReplyDeleteHey McKenna! I think your post did a great job of breaking down buyer behavior. You made it clear how your interviewees felt about your idea and then you summarized it nicely. Keep up the good work!
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