12A – Figuring Out Buyer Behavior No. 1

·        The consumers of my product are going to be people who love to travel, or that there jobs require them to do so, about middle to younger aged, with a hunger for the unknown and who are tired of spending most of their time at airports walking and carrying their heavy luggage. My segment is also going to include individuals who appreciate traveling in class.

·        Interviews

o   Ted: My dad has traveled a lot, both for business and pleasure and has an active lifestyle. He is a little bit out of my segment, age-wise being 50 years old but I believe his active lifestyle makes up for that. I questioned him about this perceived need, and he confirmed that it has existed from time to time throughout his life. He mentioned to me that especially when he was forced to travel for work on a frequent schedule, the distances of certain airports were sometimes an issue. He informed me that he had missed plane flights before due to it and that he would have appreciated this idea if he had known and it existed at the time. He hasn’t found a solution to the need yet besides checking in all his bags.

o   Karen: Karen is a family friend and she also travels a lot. She is in her 40s and is not a huge fan of walking. She informed that she does not mind standing, however. I believe she is part of my segment because she believes in traveling in class and in an expedited manner while avoiding carrying very heavy luggage and conducting physical labor. Her job requires her to travel to different locations constantly and she thinks that if she pitched the idea to her company, they might be interested in adopting it for their travel agents.

o   Anna: Anna is a friend of mine in Greece and has been traveling a lot with her family. Since she is lives and studies in Europe, she travels to a lot of different places constantly. She fits my segment when it comes to age and traveling in style. She has also heard of the electrical sitting suitcases and she is not a fan because she thinks it looks strange. She was curious, however, on how I would be able to make such scooter without making it bulky and heavy. Overall, she thinks it is a good idea and that it has a lot of potential. Anna has made multiple searches on the web but has yet to find a solution to this problem. She tells that she somewhat appreciates the walk and luggage carrying and thinks of it as a workout.

·        I think that the interviews helped me establish the segments more thoroughly and surface the need of this problem. Most of the people I interviewed fit the segment I created and mentioned that, for business or leisure traveling, they have felt this need in long airports where, after traveling for hours, have had to conduct 30 minute walk across vast airports in Turkey and other developed countries. A lot of people thought it was a good idea but also brought up some interesting concerns about this product.

·        In conclusion, it will certainly not be easy to develop a product such as this one and I believe that with the right support and business plan it has a lot of potential to succeed.


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