12A - Figuring Out Buyer Behavior No.1

Choosing a segment: For this assignment, I chose a segment of young college students who partake exercise frequently. Two of the three interviewees have attended my cycle class before. Interviewee 1 is in the accounting school with me. His parents are entrepreneurs; they operate and own a restaurant in Ft. Lauderdale. He understands the process to open a service business and the struggles which accompany it. Interviewee 2 is a young gentleman who is in Greek Life. He frequently works out, but has never taken a cycle class before. My final interviewee is a college female who is a brand ambassador for a Arbonne. Arbonne is a weight management program which focuses on healthy living. She herself is a entrepreneur and understands the struggles of marketing to young adults with little income.

Interviews:

Interviewee 1:

Interviewee 1 notices stress to be most noticeable during exam time. The first thing he does when he starts to feel overwhelmed is take a step back and relax. In addition, he believes talking to others and surrounding yourself with positive community during this time is important. When stressed, Interview 1 does not seek out any sources of information in regards to his emotional feelings. With the services provided at Zenergy Cycling Studio, he believes it would cater to his desire needs and would pay for it. He strongly believes this business could be profitable due to the different wellness segments it is including. Overall he states, the start up and the operations of the business will be challenging and costly; but the reward from customer feedback will outweigh those costs in the long run.

Interviewee 2:

Interviewee 2 concludes he fells stress occur most in complex situations regarding school. (i.e. exams, homework, projects, etc.) The first thing he does to cope with stress and feeling overwhelmed is to procrastinate. When procrastinating, he typically goes to the gym. Similar to the other male interviewee (1), Interview 2 does not seek out any sources of information in regards these feelings of stress. Contrary, he does not talk with his friends or family about his emotions. With the services provided at Zenergy Cycling Studio, he believes it would be a good way to relieve stress as an active person. Unfortunately, he would not pay for these services.

Interviewee 3:

Interviewee 3, the brand ambassador, feels the most overwhelmed during busy seasons of her life. She notices the stress more when there are exams and work conflicts. The first thing she does to relieve her stress is to write down everything in her agenda and to go workout. When seeking help, Interviewee 3 turns to her friend and family and Googles "How to cope with stress." She finds this aids to building a conscience mindset and environment to help her overcome her stress. With the services provided at Zenergy Cycling Studio, she believes it would an energizing and fun way to relieve stress and wants to try it! Understand the cost relationship between college students and her products, she believes pay $20 a month for these services is a good target prices for this demographic. She understands these services are worth much more, but unfortunately cannot afford more than that.

What I learned:

The demand to try these services are high. All of the interviewees conclude they feel most overwhelmed during exam seasons and turn to exercise to relieve their stress and emotional tolls. They believe it is a time for them to "pause" and "take a step back." To market to college students during this busy season, the advertising needs display trade offs between working out, meditation, and healthy living with the time loss not studying. The mind and body is very interrelated and studies have proven those who exercise perform better on exams. In addition to attract this segment, I need to offer my services at a lower / discounted price. College students do not have great inflows of money and find it difficult to pay for these services when the campus recreational center already has yoga and cycle classes. Therefore, the cycle classes at Zenergy needs to have high customer service, an inclusive environment, and a workout much different than the ones found at the school's gym.

How I would describe this segment:

This segment has a high needs awareness for feeling overwhelmed and stress; but they rarely seek online information for help. They seek more help from their community of friends and family. This segment would purchase these services only if it is priced down for college students. They all agree it will be a fun way to relieve stress, leave feeling rejuvenated, and ready to tackle their studies during exam season.