Buyer Behavior!

The Segment
For this assignment, I chose a segment of environmentally-conscious, open-minded individuals who use straws. People or restaurants/establishments that live near bodies of water could even recycle their straws straight into the water, as they can either fully dissolve or be consumed by a sea creature.  All three of my interviews were with friends, all of which who I know have expressed their dislike for paper straws to me before. One is in this class right now as well, one has taken it before, and the other is a criminology major like me. 
Need Awareness & Interview Summaries
My first interviewer finds this need every single time they go to a restaurant in Gainesville, because plastic straws are completely banned here. They really dislike paper straws and hate having to use them. The first thing they do to find a solution to their problem is go on Amazon and search for metal straws. He doesn't take them out though because he really needs a straw in the drink, or laziness. My second interviewer finds a need for a straw when he is thirsty and wants to buy a beverage somewhere. He also added that he finds this need every time he is given a paper straw. The first thing he does when he discovers this problem is try and ask the waitress for any plastic straws potentially, but almost always gets turned down. He wants to look for alternatives sometimes on Google, like a different kind of straw, but realistically does not want to bring a straw around with him. My third interviewer similarly just finds this problem whenever they are presented with a paper straw. The first thing he does depends on the drink. If it's in something like water, they just take out the straw and use one (even though they rather would be using a plastic straw). If it's a drink where a straw is more necessary, they have to just suck it up (no pun intended :)). 
Conclusion
I would describe my segment as accurate and a segment that definitely would have a need for my product. The market for it is very large, and almost anyone that has ever been served a paper straw will agree that they wish there was a better alternative. People seem to be aware of this need whenever they are served a beverage. Although this may not be a pressing need, it is something they are constantly being reminded of and that appears in daily life. In terms of their information search, the Internet is definitely the most popular resource. It is definitely possible for them to buy their own metal or silicon reusable straw, but then it can become an inconvenience for them as they have to constantly remember to bring their straw whenever they want a drink. Sometimes getting a drink, like a smoothie on your way home, can be a spontaneous last minute decision. It also may be expensive to buy your own reusable straws, and would be nice if they were provided for you. 

Comments

  1. Christopher ZislinFebruary 23, 2020 at 12:57 PM

    Hey Linnea,

    Fun fact, Big Mills on 13th street still uses plastic straws! Sadly, the rest of Gainesville seems to have already made the switch. I agree with your interviewees' that it is a combination of a hassle and laziness when it comes to carrying around metal or plastic straws. I think a seaweed straw would be a decent place to start and then go on from there.

    ReplyDelete
  2. Justino Quezada Jr.February 23, 2020 at 1:56 PM

    Hey Linnea,
    I think it is amazing how you found out that your target segment is correct. Some people end up finding out that their chosen segment isn't always the right one. I completely agree with your interviewees and your outlook on the straws. I wish the ones you are advocating for come provided to us. I also enjoyed the portion of this post when you said "no pun intended" (: great post!!

    ReplyDelete

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