Segment: undergraduate college students at the University of Florida.
Interview #1:
https://soundcloud.com/user-897152105/interview-1
Summary of Interview #1: I found that potential customers value time as the most important factor of buying fresh food. This could be attributed to the different schedules of various college students. According to the interview, this potential customer usually buys groceries every two weeks. Using that information, the subscriber model of my venture could still work. As for prices, the word "sale" helps the image of a food product. If I am able to integrate that somehow into my venture through marketing, it would be an improvement for both the consumers and the venture's ability to turn a profit.
Interview #2:
https://soundcloud.com/user-897152105/interview-2
Summary of Interview #2: I found that this potential customer shares the grocery shopping with her roommates so that might be something to consider when redesigning my venture. This potential customer prioritizes convenience.
Interview #3:
https://soundcloud.com/user-897152105/interview-3-part-1
https://soundcloud.com/user-897152105/interview-3-part-2
Summary of Interview #3: I found that this potential customer also prioritizes convenience when it comes to grocery shopping, which makes sense because of her location. It seems like there was a problem with the estimate of weekly grocery costs. The way the customer finds new recipe ideas is through the Internet - more specifically Facebook videos, which was something I knew recently became popular to share. Also, information search is considered (e.g. bogo deals).
Conclusion: In terms of need awareness and information search, this segment prioritizes convenience and does attempt to find lower cost organic foods / groceries in general but not to a significant extent. Also, the information search for new recipes is more of a passive search because a lot of recipes are shared with others through online social networks or "word of mouth".
Roy,
ReplyDeleteYour Fresh Campus concept is really different and interesting. Your idea would help many college students save money in the long run and eat healthier options. How would you market this idea toward college students? I would try to extend beyond college students in hopes to generate more revenue. Maybe students whom just graduated and trying to "get on their feet." I can agree that via word of mouth is how I have heard and adopted others recipes!
Roy,
ReplyDeleteI agree with the interviewees in that I value convenience and time when grocery shopping simply because I'm a busy college student with a full schedule. I'm not sure that I would be patient enough and would probably end up paying more for the convenience factor. However, I do believe that other students that place a higher importance on eating healthy will use this idea.
Hello Roy,
ReplyDeleteYour venture is one that can have high success because of the trend of eating healthy is one that many people are looking into now. With that being said I would recommend that you do look into markets outside of college students as Isabella stated. And the idea of convenience is very important to a college student so if you can ensure to offer that it will be a key selling point for that demographic.
Roy,
ReplyDeleteAs I shop for healthier and fresh options I almost just become okay with the fact that I am going to pay more money for fresher options. If there was a place to get the same quality foods for cheaper, then I would take advantage of it. I see that prioritizing college students is the main goal, but like the others making it friendly for other local residents would help to. Incorporating the idea of lower prices always makes me want to try something if it is on sale, it makes you feel like you are getting a better buy for your dollar even if it is not by much.
Hello Roy !
ReplyDeleteIt is interesting concept for grocery store. There are lots of things that I totally agree with you. For me, I think the quality of food is most important. It should be fresh and trustful for where came from. I like your idea because if you are selling fresh food for sale then the demand for buying food will increase. For student, price is also one of most consideration of shopping. You have correct concept for doing grocery store! Great job.
Hi Roy,
ReplyDeleteI totally agree with the people in your interviews that convenience is huge when you have to go grocery shopping in college, especially if you may have to spend more money. One idea that I think could absolutely cater to that market and beyond is a mobile platform. It would let your consumers know the whereabouts of your store and you would be able to let people know when certain items are on sale. Great Job!
Like your interviewees, I definitely think that the logistics of your project will be the hardest to pick out. Time and convenience are going to be the biggest thing in getting your project off the ground. I definitely think that the more aware of your consumer, the better your particular project would work. Word of mouth would be one of the most important aspects for recipe sharing.
ReplyDeleteI feel like when we get to college the concept of eating healthy tends to be very hard to maintain. Having options like this is very helpful because people want to eat healthily- but don't have the time or knowledge to do so. I think your idea could both be very successful and also help better the Gainesville community. These interviews seem to have said about the same thing and I look forward to hopefully seeing your idea around campus!
ReplyDeleteHey Roy. You did an excellent job on your interviews again. I think that the last interview is very interesting because recently, my girlfriend has become a chef. She picks up all these recipes online through Facebook videos that her friends share with her. I definitely think that form of marketing can tie into a venture that deals with improvements the shopping experience for grocery stores.
ReplyDelete