1) Find three people who would fit that segment and arrange to interview them.
I conducted my interviews with 3 people I had not interviewed previously. One of them was a friend from high school, the other was my younger brother, and the last interview was with my stepdad.
3) Begin with alternative evaluation.
Overall, the most important factor amongst my 3 interviewees was quality, immediately followed by price. My friend from high school stated that the reason she feels quality is most important is that in this situation, she wants her food to be as absolutely clean, nutritious, safe, and healthy as possible. Price was also a huge factor with how expensive it can be to get quality groceries. For my brother, he also felt quality was the most important followed by price. As for my stepdad, he was most concerned about quality, and did not care as much for price. I think this is because he is older, and has already established his career and has a higher level of disposable income compared to the other two interviewees.
4) How/where do they buy?
My friend from high school said she has no preference for whether she buys online or in the store, but for groceries, she says because of the limited options for buying online she would more likely go in store. My brother heavily preferred going to the grocery store, saying he liked to see what his product was before buying, and also seeing how it compared to other alternatives in person. My stepdad preferred to order his groceries for pick up, rather than delivery or even going into the grocery store. He felt that it was time better spent to just drive by Kroger's and pick up groceries instead of walking in and spending 45 minutes buying everything.
5) Post-purchase evaluation.
For all 3 interviewees, the most important factor for their post-purchase evaluation was how satisfied they were with the product. When it comes to groceries, if the food they prepared tasted good, and it sat well with them after their meal, all 3 interviewees would agree in saying it was a worthwhile purchase. If the food was not ripe, ready, or was not prepared properly before the sale, that would be a huge indicator of a bad purchase.
6) Report the findings.
Overall, each individual I interviewed had a similar answer for all 3 of the above categories. Where they differed slightly was how/where do they buy their product, with one saying they preferred a walk in, another saying they preferred purchasing for pick up, and another having no strong preference.
7) Draw conclusions.
I would say that within each of these categories, the segment as a whole felt similar in 2 out of 3 of these different terms. Where this segment deviates from their normal approach is when it comes to how and where they will purchase their product.
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