I interviewed three random college students who live on Fraternity Row and have either a car or a scooter or both.
After talking about the solution to the current parking problems on Fraternity Row, I learned that the most important factor was convenience. Students want to park their car or scooter in a spot close to where they live and want to do it as quickly as possible. This would require a larger lot and larger spaces; however, it has to be in close proximity to their fraternity house for their need to be fulfilled. Price also appears to be a concern for the students I interviewed. They do not want the price to be higher than the amount they pay each semester to park their car or scooter on Fraternity Row.
The segment I am targeting is more likely to complete the transaction online. They all pay for their current parking situations with debit or credit cards online and they feel its most convenient to pay for it in this way. Their parents may typically be involved with this situation unless they fund themselves for college.
When my customers reflect on their decision on whether or not this was a good purchase, they will evaluate whether or not their needs were satisfied. This will be assessed based on if they parked efficiently. This purchase will be a bad idea if they feel like the parking lot is still always full or if they feel the parking is not convenient enough for them.
This segment can be best described as convenience dependent. They are college students that do not have much time to waste doing things such as finding a spot to park in or parking their car or scooter in general. They care a great amount about getting things done in a low-price and efficient manner.
Hi Blake! Great work on your post! You gave an excellent summation of your interviews, while also give a very in depth analysis of what you learned from them. I definitely agree with you that your segment is full of like minded college students. Good job!
ReplyDeleteHey Blake! I find it interesting that you said that the lot would require larger spaces. I think this is interesting because there would be less people able to fit in the lot if the spaces were bigger. I like how you chose to include scooter drivers in your segment because I feel like up until this point I have only thought of your idea for cars, but I'm sure there is a lack of adequate scooter parking as well. The fact that some students do have their parents pay for their parking and certain needs like that makes me think that a parking lot with a little higher fees would be not a huge problem for these kids - especially taking into account that they have the money to pay for the fraternity fees every semester.
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