Assignment 12A – Figuring Out Buyer Behavior No. 1

Assignment 12A – Figuring Out Buyer Behavior No. 1

Choosing a segment: 

For this assignment, I chose the segment of business students. All of my interviews were with business students who

would like to or are planning to have their own business. One of my interviewees was a female student doing a

master in International Business at Pepperdine University, so that she can later on open her own business

( most likely retail or beauty related). My second interviewee was an international student majoring in General

Studies here at UF, who is studying business to be able to manage his family business back at home. The third

one was a Marketing student at UF who already knows that her business would be an online brand of imported shoes.

Interviews:

INTERVIEW INFO

What I learned: 

I learned that there might be a high demand for clothes that could fit someone's views since there is an increasing

demand for equality in young people minds. Moreover, most of the interviewees believed that the social cause added

value to the whole business idea. The business students I interviewed believed that the clothing line could create a

bigger impact in young generations rather than older ones. They all agreed that it was a good idea; however, they also

agreed that advertisement would be the key for success since the retail world is really competitive. Moreover, they

said that cooperating with my business idea would be a good way to promote their own business since it would mean

they are socially responsible.

My first interviewee believed that she could herself use the clothes to feel empowered and would pay to represent her ideas in her clothes. When I asked what could be done to try to fight violence and discrimination against minorities, they had different answers about creating awareness but they all agreed that making people feel empowered is one great way to fight this inequality. My third interviewee also told me that she has seen clothes that aim to empower women online, but they are only part of a collection. So, that is why she is not sure how successful my brand could be since bigger brands do it too but in a smaller scale. Additionally, when looking for a solution to the problem, I was told to focus in cities where harassment and discrimination rates are higher. If my goal is to empower minorities, I should also focus where most of the minorities are located. My second interviewee gave me the great idea to create products for immigrants to feel more welcome and able to adapt.

How I would describe this segment: 

I think that plenty of students are aware of what is going on in the world or at least in their country, most of them know

how important is to fight against discrimination and emphasize in diversity. This segment would buy my product for

their individual use but also to advertise for their businesses. This segment is a really good market target since they

are currently students who would like to invest in their clothes but also will become future business owners who want

to meet their customer's expectations.