15. Figuring Out Buyer Behavior, Part 2
1) Find three people who would fit that segment and arrange to interview them.
- Former-UF Men's Golf Team Golfer
- High School Varsity Golfer
- 19y/o professional Golfer
2) Begin with alternative evaluation.
- West End Golf Club
- Ironwood Golf Club
- Mark Bostick Golf Club (UF)
3) How/where do they buy? & 4) Post-purchase evaluation.
- They all chose either Mark Bostick Golf Club or Ironwood Golf Club. The 19y/o specifically chose the Mark Bostick golf course because she wants a fast putting green that she can practice on. Other public ranges/courses have extremely slow greens compared to the ones on Mark Bostick, and that can cause considerably negative impact on her game. For the high school golfer, he mentioned that Mark Bostick golf course is nice but is too steeply priced for non-members and that he isn't allowed to hit drivers on the range, which is a big disadvantage. He believes that since Mark Bostick's range closes early at 6 p.m. and Ironwood Golf Club's range closes at 10 p.m., he likes to go to Ironwood where he faces little time pressure and more reasonable range prices as well. As for UF Golfer, he mentioned that he only used Mark Bostick Golf Club's ranges back when he was a student athlete here because he wanted to get used to his home course and also because he doesn't need to pay to practice at Mark Bostick.
5) Report the findings. & 6) Draw conclusions.
- All three customers of golf ranges and golf courses were severely affected mainly by the prices, quality of the facility, and the time of operation. All three of them believe that all the alternatives are overpriced and provided less value.
- Former-UF Men's Golf Team Golfer
- High School Varsity Golfer
- 19y/o professional Golfer
2) Begin with alternative evaluation.
- West End Golf Club
- Ironwood Golf Club
- Mark Bostick Golf Club (UF)
3) How/where do they buy? & 4) Post-purchase evaluation.
- They all chose either Mark Bostick Golf Club or Ironwood Golf Club. The 19y/o specifically chose the Mark Bostick golf course because she wants a fast putting green that she can practice on. Other public ranges/courses have extremely slow greens compared to the ones on Mark Bostick, and that can cause considerably negative impact on her game. For the high school golfer, he mentioned that Mark Bostick golf course is nice but is too steeply priced for non-members and that he isn't allowed to hit drivers on the range, which is a big disadvantage. He believes that since Mark Bostick's range closes early at 6 p.m. and Ironwood Golf Club's range closes at 10 p.m., he likes to go to Ironwood where he faces little time pressure and more reasonable range prices as well. As for UF Golfer, he mentioned that he only used Mark Bostick Golf Club's ranges back when he was a student athlete here because he wanted to get used to his home course and also because he doesn't need to pay to practice at Mark Bostick.
5) Report the findings. & 6) Draw conclusions.
- All three customers of golf ranges and golf courses were severely affected mainly by the prices, quality of the facility, and the time of operation. All three of them believe that all the alternatives are overpriced and provided less value.
Minsoek,
ReplyDeleteI think you did a great job on this post. It sounds like the biggest factor in alternative evaluation is the quality of the course, which makes sense for people that play at that level. I think for more casual players the biggest thing is price because they just play for fun. I also didn't know drivers weren't allowed on the Bostick range which doesn't make much sense when it's supposed to be a 'driving' range. Overall, great post.