figuring out buyer behavior pt.1



Marcus Manzoni
ENT3003
February 19, 2020

Figuring Out Buyer Behavior No. 1


Through conducting my three interviews of a specific market segment (adult, shaves often, does not use electric razors) I was able to obtain valuable information regarding this market's need awareness and information search. Below are the summaries of my interviews for each element.


For all three of my interviews, the interviewees revealed the exact moment they became aware of the need (for a sharper, cleaner razor to shave with), which was during a shave with a blade that felt too uncomfortable. Having three very similar responses feels like a good sign because I know the exact scenario in which a person will need a new razors. However, the issue with this response was that this may vary based on personal preferences. The average reusable razor blade will last about a week or about 6 shaves; however, It will be very difficult to determine if the majority of people actually buy a new razor every week. The first two people I interviewed said it often takes them more than a week to buy a new razor because they don’t shave 6+ times a week and that they usually keep using their razor beyond 6 shaves anyway. They said this was due to not wanting to spend money on a new razor if it wasn’t necessary. The last person I interviewed said they normally shave everyday and that they get the need for a new razor about every week to 10 days. Essentially this means whenever someone is in the market for a new reusable, non electric razor, they may have a need for my product. Additionally with this information, we can determine how often someone may use the product. Some may use it everyday after they shave to keep it sharp and clean and some may use it whenever their blade gets dull/dirty.


After the potential customers I interviewed realize their need, the first thing they do is think about shopping for a new razor. From what I gathered in the interviews, people will finish shaving with the razor they already have and will purchase a new blade sometime before their next shave. Furthermore, all three people I interviewed buy their razors at the store and often go with a name brand reusable razor as opposed to the disposable kind. The most common scenario would be for a person to buy their new razor whenever they go to a store next and not as soon as they realize they need a new razor, unless they have an obligation to shave. One of the interviewees said they often search online for a razor before heading to a store while the other two said they usually browse the isle for a razor/brand they prefer. For the one person who searches online about razor information, he said he often types into Google “best razors”, “most durable razors” or just “razors” in general.

From the information obtained through my surveys, I drew the conclusion that people have a similar need awareness and information search. Shaving in itself is a habitual process and this carries over to when people have to buy new razors. They become aware when the blades get dull, often buy one when they are at a market and/or shop before their next shave. This segment will most of the time make a decision at the store for what razor they want to buy may search for some information on Google before (if they are not ordering their razors through a service, online stores or going to the barber shop). This relates back to my product because if people have this need so often, they may look for a simpler solution. My razor blade sharpener will be available whenever the need comes for a sharper cleaner blade. Furthermore, whenever people go to the store, if the product is placed strategically near the other razors, then people will see this product and may purchase it to save them the time and money (won’t have to go back to the store and buy another razor in the following week(s)). For the online search, whenever someone uses the search terms above, if my product shows up it will likely stand out because the product itself is not a blade, but a device to prolong the life of used blades.

Comments

  1. Janine SantiagoFebruary 21, 2020 at 1:19 PM

    Hi Marcus, great post! I think it so interesting that all three of your interviewees said they recognized their need at the same time! I also think is smart that you had the idea to place your product near other razors - this is a great way for your brand to build credibility with customers. Furthermore, I think you should think some more about the fact that customers look for name brand razors. You should consider ways to really establish your brand as high-quality, reliable, etc.

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  2. Janzen RichFebruary 22, 2020 at 12:35 AM

    Great write up Marcus! You went into a lot of detail here and it sounds like you’ve put a lot of thought into your business idea. It was interesting to read your interviewees perspectives and I can definitely relate to those experiences. I think you have a great concept for a product and have found an unmet need that consumers have.

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  3. Eli NinoFebruary 22, 2020 at 3:00 PM

    Hey Marcus! This is a really good post! Again, I think this is a great idea! You seem like you got a good amount of research and have spoken to enough people to really get a hold on identifying the unmet need. I think as far as marketing your product there should be other routes you can consider to establish your product.

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  4. JakeFebruary 23, 2020 at 10:31 PM

    Hey Marcus,

    I really enjoyed your post as it was great to know what people do while the problem still lingers. With knowing their behavior, it would make creating your product way less difficult than without knowing what people do to fix the problem currently. I also enjoyed the strength of this post as it seems like a lot of research was done for the issue.

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