Figuring Out Buyer Behavior #2

I am conducting research for an alternative to the traditional textbook: an infographic, interactive guidebook.

Interviews:

1- Wendy Smith
Wendy is a high school business teacher for DECA, the business organization. Throughout our interview, she gave me insight into the ways that DECA Advisors incorporate DECA content into their curriculum. Wendy makes buying decisions based on the products that DECA puts out as well as the reviews she has personally heard from other teachers or people in the industry. Her decision making factors include the feasibility of incorporating a product's content into her lectures and curriculum, as well as the value it will bring her students. She says she doesn't look too much at price because the school system will often cover the cost of a book. However if she is using a supplemental material not covered by the school, she will try to use a more affordable product because she doesn't want her students' families to dig too deep into their pockets. Wendy believes she made a good purchase if she realizes that she is using it often in her lectures and that it is making an impact on the students, and helping them learn more.

2- Johnny Petrucco
Johnny is a graduate student majoring in management. He told me that he often uses tools he can find for free on the internet. He also uses the books required by the professors, but only because he would fail his classes without them; he does not enjoy reading the textbook. When it comes to supplemental educational materials, Johnny will look at price to an extent; although he is very price conscious as a college student, he also knows he will pay a premium for something that is guaranteed to help him excel in his classes. Johnny says he knows if he made a good purchase based on the grades he receives in his courses after using the materials.

3- Son Von Hai
Son is a student of entrepreneurship at the University of Florida. He says he often looks for supplemental educational materials (often through recommendations) that will help him not in his studies, but in his quest for personal education to become a stronger entrepreneur. He looks for tools that will give him experiential learning stories and opportunities. He often chooses these materials based on the recommendations and insights of successful entrepreneurs he has met and/or worked with. Son determines whether or not the purchase was beneficial based on the personal growth and learning he feels he gained from the product.

When it comes to educational resources, much of my target market makes decisions based upon the recommendations of people they know within their sphere of work/study. They are often looking for a material that will supplement what they already have. Interestingly, price is not the most important factor; the most important factor is the value brought to the user by the product. It will be extremely important for me to make sure my products provide value in everything they do.