BUYER BEHAVIOR

I presented three total strangers with my service and alternative versions of my service and sought to understand how the average shopper selects products. The alternatives to my service varied in price, availability, one even had a design on it whereas the others were without one. What I found to be the most similar characteristic between all three interviewees is that they all definitely directed their attention to the cheapest service at first before one rolled back and picked the one with a design and more availability/hours on run. Still, the other two stuck to their choice of the cheapest service and when asked they simply said they felt the price offered was the most appropriate for the service. This was worrying at first as it seemed that they didn't view the service being offered as necessarily necessary. More of a, how you say, bourgeoisie purchase. One thing they all unanimously agreed on, however, was the preference of an online option rather than using a check or cash-based service. PayPal runs our lives now.

What I've drawn from these interviews is that people are moving more and more towards instant gratification and convenience. The more easily available a product is, the more within reach of their monetary level, and the more fluid its path from destination to arrival, the more likely people will be willing to use the service/product. Post-purchase, however, the harder and more arduous you make the refund service the more likely that they'll simply forget they were paying for your service at all. Good news for the economy, for once.