15A – Figuring Out Buyer Behavior No. 2

As my segment is young professionals in their 30's I picked 2 cousins of mine as well as my neighbor's son to interview. From my interviews, I surmised that quality was most important for two of my interviewees while style was most important for the other. Given that my proposed service has to do with home design and construction this makes perfect sense to me. They were willing to pay a premium price for a premium service as a home is such a large purchase in any individual's life. The quality of the materials used as well as the style used in the home design planning part of the service would be of much importance to the buyer and would justify a premium price. My customers would probably find out about my companies service over the internet or through word of mouth. The purchasing process would be done in the companies office after some consulting meetings on what the customer is looking for in terms of environmentally conscious home design. They would most likely finance the project as our service would be quite expensive given how expensive home construction tends to be. The things which help the purchaser decide if they made the right decision would be the monetary gains from the energy-efficient nature of the home as well as the overall design and aesthetics of the home. A lack of any issues with the home construction cropping up after the home is done would also add to the purchaser being happy with their decision. I believe that this segment would prioritize quality and style over price and would expect a tailored experience that builds them the energy-efficient and environmentally conscious home they have dreamed of owning.