15A- Figuring out Buyer Behavior pt. 2

For this segment, I decided to interview people with special or restrictive diets who could potentially find my app useful. My first interviewee is a cashier at my local health food store who describes her diet as strictly vegan. The second interviewee is a regular at The Fresh Market who has been on a Keto diet since the first of the year. The third interviewee is my next door neighbor who adheres to a strict Gluten-free diet. The first interviewee sticks to a strict budget when grocery shopping, she states that when shopping for food she tries to cut as many corners as she can to ensure she doesn't stretch her budget. Yet her diet is extremely strict so she has to be very careful when choosing food and products at the grocery store. The second interviewee is practicing a Keto diet which calls for one to cut out a multitude of sugars from all food items. She states it is extremely hard to strictly adhere to this diet because of how much many hidden sugars there is in food at the grocery store. She stated that since starting this diet, she typically takes nearly thirty minutes longer to shop at the grocery store because she has to pay close attention to these ingredient lists. The third interviewee, my neighbor, has recently come to the conclusion that she is allergic to gluten. She explained that she doesn’t mind paying higher prices for gluten-free items because she’d rather that than to feel sick. She also says that nowadays there are gluten-free substitutes for almost everything at her local grocery store. The app I intend to create will be for purchase on all smartphone app stores. For a small monthly fee, customers would be given access to the ingredient scan and searcher. Another way I plan to monetize this business is to offer alternative solutions to customers and in return having “clean” brands compensate the business that is referred through the app. Since this app is for purchase, the “free” version will have ads which the app will be paid to play once someone has scanned over 3-5 items a week. This encourages users to purchase the app to avoid ads and scanning limitations. Many could justify this purchase as something that would help them to improve their health and ensure they are purchasing appropriate ingredients for their special diets. Many people are happy to spend the money on something they truly feel could make a positive difference in their lives. Another reason consumers would justify this purchase is for convenience. Interviewee two stated that since beginning her Keto diet she has spent more time at the store than usual. This purchase would only be a “bad” idea if one simply didn’t use it yet continued to pay monthly without realizing. I’ve often done this and am always annoyed when checking my banking app to see the app store has taken more of my money. In conclusion, the customers in my evaluation would purchase this product for its convenience and safety at an extremely low cost. This product is considered a good purchase because it helps people improve their lives whether for a diet, or ingredient restrictions. Their post-purchase evaluation will happen when they scan an item and see that either it had an ingredient they are avoiding or a harmful ingredient they had no idea about.