The most important things to the customers when choosing from alternatives is the quality of the products inside. The reason the quality of the products are so important to owners is that owners often treat their dogs like children and place a huge emphasis on their health. Price is the next most important component when deciding between competitors. Price is a big factor because it is a monthly subscription that comes out of people's paychecks. They often want to pay the lowest price but only if the quality is up to par and sometimes they think that a lower price means worse quality.
How/Where do they buy?
The segment is likely to buy online because that is the only option. The sign ups for the subscription will be all online and fits the younger segment of the audience really well. Also, because it is online, they will hook up their credit cards and pay monthly.
Post-Purchase Evaluation
Making sure their dog plays with the toys. When interviewing the people, they all agreed that all the items in the box are useful to their dogs. If they order, and their dogs don't like the items they won't reorder.
Draw Conclusions
Overall, the answers I learned from those I interviewed aligned with what I believed the answers would be. I think the most important takeaway is to ensure all the items in the box are useful and of high quality
Your good, similar to mine, is going to largely be judged by people based off of the quality of the products inside. It is very important that quality be checked every single time a delivery be sent out, so that you do not anger the customer. Once the customer believes that you do not have a superior product, then they will leave your brand of dog good boxes for another similar brand. That is how I have noticed it goes with products such as ours.
ReplyDeleteIt's interesting your product, like mine, started as being a competitor in one aspect of a market such as price or convenience and it ends up being the 2nd or 3rd thing the buyer considers when choosing a product. I think knowing that is very important to be able to effectively market and develop your product so it doesn't get shadowed by what the consumer has as it's first priority.
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