Figuring Out Buyer Behavior


Summaries from the Interviews:
All of the people I interviewed said the same thing mattered most to them if picking an alternative: the quality. Because the whole issue with paper straws in the first place is if they work sufficiently and don't fall over halfway through the drink, all of them cared most about just having a functional straw be an option for them again. The first person I interviewed also added that the degree to which the straw is helpful for the environment does not really matter to them, even though that is entirely the point of the straw ban in the first place. They simply just want a straw they can use for the whole duration of their drink that they don't have to go out of their way for. My other interviewees also added that they would not want to pay much extra for a straw alternative; it should be supplied to them for free like a normal straw. From this, I realize that price is something that supplier like restaurants, cafes, etc. would care about more. Because it's just a straw, my interviewees also all agreed that the 'style' or look of the straw does not matter to them as long as it is clearly a straw and not something bizarre or disgusting looking. 
As slightly mentioned before, the people involved in this purchase decisions are more the larger groups that will be distributing the straws to customers--like restaurants, cafes, smoothie places, school cafeterias, etc. Individuals can definitely still choose to buy some of these straws themselves, and after asking my interviewees where they would go to buy the straw they ALL said they would go online, probably to Amazon or the website the straw is sold on.
Generally, the straws would be considered a 'good' purchase if they worked like a normal plastic straw would and didn't cause any trouble or distraction to the customer using it. Paper straws are simply week and not a sufficient straw, and anything that can work perfectly without error to consume a drink will be deemed a good and successful purchase. The benefits for the environment seem to be secondly important to the functionality of the straw. 
Conclusions: 
Ultimately, I have learned from my interviews that this segment is just desperate for a straw that works just like the plastic straws they previously used. They don't want to necessarily go out of their way to buy the straws and bring them around and are expected to be provided with them at places they go that sell beverages, but if the straw works well enough and is a great alternative they would buy online. I should consider ways to ensure that this straw would not disintegrate and just be another version of a paper straw. I also would need to definitely market it to restaurants and local businesses that would be interested so that they are interested in dispersing these straws to customers. 

Comments

  1. Christopher ZislinMarch 13, 2020 at 11:15 AM

    Hey Linnea,
    Regarding a paper straw, I too would care about the quality more than the price or the appearance. The whole point of finding an alternative to the paper straw is definitely about the poor quality and durability a paper straw has. Most of the time we have this concern is when we eat out so I think instead of ordering straws online, instead restaurants and fast food places should convert to a better but environmentally safe straw.

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  2. Ethan ENT 3003March 13, 2020 at 11:51 AM

    Hey Linnea,
    reading through your post, I was a little confused about the relationship between the interviewees and the subject. You even address it at one point, these people you interviewed would not be your largest customer type. I feel that for you to get the most accurate information you would need to talk with those from the companies that would make up your largest customer base.

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  3. Camila ParraMarch 15, 2020 at 9:01 PM

    Hey Linnea, I really liked your reflection of what people had to say. As a customer, I think functionality of a straw is also really important and quality would also be my most important concern-- followed by price, like your interviewees. I think it is important to try and put in environmental efforts, but not in a way that people can take advantage of customer's wallets. Great job.

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    Replies
    1. Maeghan SolankiMarch 16, 2020 at 7:32 AM

      Linnea,
      I love the point your interviewees made, because a straw is far more important for practical use than for aesthetic. Functionality is key for any creation of a straw because it literally has only one purpose. I like that you took the time to reject the alternative in the evaluation.
      Respectfully, Maeghan Solanki

      Delete
  4. Justino Quezada Jr.March 16, 2020 at 8:13 AM

    Hey Linnea, I see that the individual customers did not care too much about the price of the straw but rather the functionality. The suppliers and channels of course do care a bit more about the price because they are buying it in bulk and it cost a lot more than buying one at a time. I also understand that the interviewees would just enjoy that the design of the straw isn't something crazy and out of this world. If they are able to drink from it then they will enjoy it as seen in their mentioned post purchase behavior.

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