For this
post, we are taking a deeper look at the topic of “Buyer Behavior”. Students
were asked to conduct three separate customer interviews of potential customers
that within the same segment. The segment I have chosen is college students,
and I will be interviewing three of my friends to learn a bit more about their
coffee drinking habits. Let’s jump right into it!
Ben: Ben is an Aerospace
engineering major in his second year at UF. He is originally from Canada, where
the most popular coffee shop is Tim Horton’s. Ben drinks his coffee most often
while studying in the afternoon. He usually gets a cup when he feels that he
needs a pick me up, or to really help him focus. His go-to is usually
Starbucks.
Christian:
Christian is a junior business major here at UF. He usually has a cup of coffee
in the morning to get his day started. He usually has at least one cup every
morning at his house but will occasionally meet his friends for a cup later in
the day. Coffee is part of his daily routine. If he’s not making the coffee himself, he’s
equally likely to go to Starbucks or a local shop.
Esteban:
Esteban is a fourth-year chemical engineering student. He is originally from
Mexico, and coffee is a big part of his culture. Esteban prefers home-made
coffee, but only from his French press. He does not have a set time of day that
he drinks coffee. He also rarely drinks coffee that he doesn’t make.
Conclusion:
Coffee drinkers are a very broad group of people, which can bode well for a
shop looking to stay busy all day long!
Hey Michael! I loved how you chose people from different backgrounds especially when it comes to major, shows the different level of difficulty in majors, especially in the amount of coffee consumed. I found it very interesting that you came up with the conclusion that coffee drinks are a very broad group of people. Are there a specific group that is 100 percent coffee drinkers? Thanks for sharing!
ReplyDeleteHey Michael,
ReplyDeleteChoosing college students as a segment is a good idea because it is the major resource we have as current college students. Seeing that all of the students you interviewed drank coffee to some extent shows me that there is definitely a market for a coffee shop. However, from your past assignments, it doesn't seem that the coffee show you plan on opening is in a college town or on a college campus. A more in depth analysis on a different segment may give you a better idea of whether your business can flourish. Thanks for sharing!