15A Figuring Out Buyer Behavior

1)  I went to Chipotle on University to find people in my target segment. This would be students that would need rides to places such as a restaurant. 

3) The other alternatives from renting a scooter are: walking, ubering, getting rides from friends, driving a car, and taking bus. They figure out what they want to do by a variety of different factors. It seems like most people take time into account. If someone is in a rush and does not have a lot of time, walking and taking the bus are no longer an option. If someone is on a money budget they would be more likely though to walk or take the bus. Another factor that goes into account is who they are with. If someone is alone they would not be likely to want to walk and would rather drive with a friend or take a scooter. 

4) How/where do they buy? People are able to rent scooters wherever there is a dock. I would plan to have docks on campus and off campus in housing areas such as the standard, the hub, the ridge etc. They can very easily rent the scooter by accessing the app on their phone. It would also be very accessible by having a lot of scooters available.

5) Post-purchase evaluation. People usually take into account how long it took them to get there compared to how much it cost them. Someone would be dissatisfied if they paid money for a service such as uber and it took them a very long time to get to their destination. Walking on the other hand, takes a lot of time but is worth it because of it being free to anyone that is able to do it. People are also more likely to be satisfied if they were able to feel safe while they were doing it. Sometimes people are less likely to feel safe such as walking alone at night.

6) Report the findings. The first interview was with a guy named Ethan. He was a sophomore accounting major and got to chipotle by walking from his house. He said he usually walks everywhere unless it is a very long distance away. He is motivated by the price factor the most. Another person I interviewed was very similar to Ethan. Her name was Sophia. She is a freshman nursing major that lives in the dorms. She walks everywhere aswell. She however does not like to walk past a certain time, usually when it gets dark. She said however that she would feel comfortable taking a scooter at night. The last interview was with a law student named Ben. He said he drives most places because he has a car and gas money. It seemed like everyone that I interviewed would rather walk or drive than to pay money for some service. They however have parking issues by taking car some places such as to class. There are also times when walking is too far or not at the right time when people would take scooters.

7) Draw conclusions. Overall I would rate this market as very saturated. After all of my research I have decided that there are however a lot of gaps in the market that need to be filled. This is when the place is too far to walk and there is no parking available. That would be the ideal situation for someone to want to take the scooter.