In post 12A, I focused on the beginning of the buying behavior process through information search and need awareness. In this post, I will be focusing on the back half of that process through discussing alternative evaluation, buying behavior, and post-purchase evaluation. I will interview three different people in my target segment in order to shed some light on the back half of the buying behavior process.
The first individual I interviewed was a UF student from the Tampa Bay Area who has been a lifelong Buccaneers fan. When asked about alternative evaluation, he said the only two options to chose from for him when it comes to watching the Bucs game is going to the game or watching it at home. He typically buys his tickets online when he can find a good enough deal. His post-purchase evaluation of his decisions typically revolves around the result of the game and how much fun he had while he was there. He said lower ticket prices and a better fan experience would make his decisions much easier in the future.
The next interviewee was a Buccaneers fan who lives in downtown Tampa. When asked about her alternative evaluation, she said she prefers watching the games at a bar over going to a game because the drinks are cheaper and the games are not worth the price for her. When she does buy tickets, she gets them through her company. When evaluating her purchase, she said she bases her decision on how much fun her and friends and coworkers had at the game.
The last interview I conducted was with another UF student who lives in West Palm Beach, but it is a Buccaneers fan. He has only been to 3 games in his life, but has loved all of them. For his alternative evaluation, if he can find a weekend when he is not busy and get a ticket for a reasonable price, he will make the trip to Tampa to go to the game. He buys his tickets online. When he evaluates his purchase, it is always a good purchase in his mind because he got to see his favorite football team play live.
In conclusion, the back half of the buyer behavior process is relatively simple for deciding whether to go to an NFL game, but based on my interviews, fans like to get a good deal and have a good time. Those seem to be 2 of the most important factors when it comes to making a decision or evaluating after attending the game.
Hey Andrew,
ReplyDeleteNice job this with assignment! I liked how you interviewed a large range of Bucs fans, younger and older, and from Tampa and also not from Tampa. Maybe you can also start to consider finding out who might be interested in becoming a Bucs fan in the future. It may be possible to extend the fan base outside the typical Tampa Bay area.
Andrew,
ReplyDeleteGreat job taking a deeper dive into understanding your buyers' behavior. I think that you had one customer that prefers to watch at a bar speaks a lot to the potential problems of buying tickets to games in person. As well as the price of drinks, this is a massive racket whenever I got to any ticketed event.
Hi Andrew,
ReplyDeleteI enjoyed reading you post and that everyone is different when it comes to what they need. You had variety of opinion about what each person thinks they need. When I interviewed my people I also found that they were satisfied with their purchases and they tried to find a product that was cheaper but still good quality.