Assignment 12A- Buyer Behavior

The market segment I chose to focus on for this exercise is male college students ranging from age 18-25. One important aspect of my interviews was to get my interviewees in a state where they could fully analyze the various aspects of the unmet need. I wanted them to imagine themselves in the exact situation where their unmet need may arise. One of my interviewees discussed how the need arises whenever they would like to go grocery shopping or buy something off campus. All of my interviewees mentioned food or groceries in one way or another throughout the conversation. During my second interview, the interviewee noted that the need for saved up money often occurs during when one is attempting to make trips back home. Between gas, food, etc., going back home or somewhere else can require a good amount of money. I can definitely relate to this because I've experienced this type of scenario on numerous occasions when going back to my hometown. Another common theme throughout my interviews was the concern for the future. Each individual discussed retirement, vacations, emergencies, etc. as very important reasons for having this unmet need.

One of the interviewees was unemployed, so his first step is to ask his parents for some additional funds. This may not be a direct solution to the unmet need, but it is their first step. Also, from time to time, he searches Google looking for additional side opportunities to gain income. Their search terms revolve around "ways to make extra money" and things of that nature. The second interviewee is employed, so their initial solution is to transfer money from their checking to their savings account. This doesn't have to be for a special occasion, sometimes it just happens once the need arises. They do not normally talk to friends or relatives about this situation, they simply try to handle it on their own. Lastly, the third interviewee stated that they often attempt to work extra hours at work to bring in additional income. They have considered getting a second job, but understand that it will probably be too much with school.

Throughout my interviews, I have learned that the situation one is in can drastically alter one's approach to their unmet need. Each individual has their own unique way of dealing with their unmet need. I've also learned that many individuals want to attack their unmet need, but do not take the action to do so. They may have ideas and thoughts about it, but they do not take the steps necessary to find a solution to the problem. I would describe this segment as understanding their need awareness but somewhat struggling with their information search. Taking action on the potential solution is a common theme within this unmet need.