I went back the same gun shop that I went to before and
interviewed a different 3 people in my category of people over the age of 65.
Alternative Evaluation: They all did not care about
style since the lock isn’t something they would be showing off. They all cared
about quality since the lock is something that needs to be able to hold up
against people that are pulling and yanking on it. Price does matter but isn’t
the main factor. All three people had various answers on how much they would
spend. The first gentlemen said that he wouldn’t pay more than $100. The other
one couldn’t think of a price tag that he would be willing to pay until he saw
the lock. The last guy said he would be willing to spend up to half of the cost
of his gun on the lock. They all said that they would pick quality over
everything else.
How/Where do they buy: Two of the three-gentleman
said they would be more likely to buy in the store. They like to look at stuff
in person before they buy it. The third
guy likes the convenience of buying online so he would be more likely to do
that. They would use cash because this really isn’t a big enough purchase to
warrant financing.
Post Purchase Evaluation: I asked this question to
everyone: When would you know if this purchase was a good idea? All of them
said that they wouldn’t know unless their car was broken into and if the gun
was stolen. It is one of those things where it won’t be needed unless something
bad happens. It is like insurance. You aren’t glad you have it until you have a
big medical bill. 1 of the guys said he would know if the purchase was a good
idea if he had more peace of mind thinking that his gun wouldn’t get stolen. They
also said that it would not be a good purchase if they needed to access it and
if it was too slow. They also said they wouldn’t be happy if their gun got
stolen.
Draw conclusions: From the three gentlemen over the
age of 65 that I talked to, I think that this segment is relatively similar
based on alternative evaluation, purchase decision, and post purchase decision.
Alternative Evaluation: They all said that quality
was the most important. They did not care at all about how pretty it was. They
would buy the lock that is the strongest. Quality over everything is a great
way to sum that up.
Purchase Decision: Two of the three guys were most
likely to buy it in store because they like to get a feel of something before
they buy it. The last guy said he was more likely to buy it online because of
the convenience. I think a 2/3 ratio of buying it instore vs online is a pretty
accurate ratio for this segment.
Post-Purchase evaluation: Does the lock keep the gun
from getting stolen if their car is broken into? That is essentially the only
way they will know if it was a good purchase decision.
