15A - Figuring Out Buyer Behavior No.2

1.     I spoke to a vegan who is already a college graduate. The work mostly from home, so their life isn’t as fast-paced. This person’s main alternative to not being able to find quick and inexpensive ready-made food was simply meal-prepping. They do their meal prepping each week on Sunday, for the entire week, because they are also on a specific diet for their fitness goals. The buy all of their ingredients at local supermarkets, and since cooking tends to be more efficient and cheaper than eating out, this easily becomes the best alternative for them (the only other one being to simply eat out and spend the money). Food is a B2C business, so their method of acquiring it is pretty straightforward.

2.     This person is a vegan student who lives off-campus. Their choice of alternative was the same as the first, with meal-prepping being the most efficient alternative. They buy their food from Walmart and Trader Joe’s, and try to meal prep for as many days as possibly at a time, also usually once a week.

3.     This person is a vegan student who lives on-campus. They however, happen to have a lot of money assistance from their family, so they’re choice of alternative is simply to eat out whenever they feel like it, since they don’t have any financial worries with doing so.

Post-purchase evaluation.

For these people, the rightness of the purchase is just making sure that what they are consuming is vegan. For the first two, being able to do this without breaking the bank is what determines whether or not their purchases were a good idea, and eating out too much/spending too much, for them, is a bad idea.

Conclusion.

This segment Is a segment that has a very limited variety of behaviors, since there aren’t many alternatives to keep up the lifestyle that they live. For the most part, their only goals are being vegan, regardless of the way they do because the belief is a driving force in their daily lives.