Figuring Buyer Behavior, No 2

1) I interviewed three UF students living off campus on the East with cars in different apartment complexes lacking parking.

2. After speaking with the possible customers, I found that the most relevant differences when choosing their parking location was price, distance, and damage exposure. Alysse said that she felt very unsafe parking towards downtown so location was most important to her. Katie has to pay for her own parking and rent so price is most important to her. Lastly Alyssa recently purchased a new car and is very careful with parking in covered areas to prevent weathering damage.

3) All three people I interviewed stated that they would not mind purchasing for parking any specific way. They stated that the most important things were not the method of payment and purchase for their parking spot. However, when I specifically asked about method of payment they all agreed that an online payment method would be most convenient.

4) When I asked the interviewees what they consider a good purchase they all agreed that they consider a consistent and reliable parking spot at all hours of the day a good purchase. Alysse and Katie both agreed that they determine a purchase as good only after they have made their money’s worth. However, in Alyssa’s case she said she did not notice whether a purchase was good or not until after the membership expired and she was forced into another one. They all agreed that their worst purchases were ones that they regretted and felt as if they were losing money.

5) Overall all three of the people I interviewed agreed that parking is one of the biggest decisions they make in Gainesville. Whether they had to give up one of their top priorities they all determined their most important feature over years of bad decision making. They all agreed that  parking can make or break a semester and cause so many stresses.

6) I would describe this segment as one of the most important decisions when deciding living accommodations for the year. Students are willing to make exceptions however most importantly placed price, location, and covered parking. An entrepreneur should take these features into consideration when and if they enter this market.