12A Figuring Out Buyer Behavior No.1


The segment I have chosen is home owners is Gainesville, under GRU (Gainesville Regional Utilities) contracts, who want a different source for their electricity.
Interview 1
Need Awareness: The first individual I interviewed stated that the need arises when having to pay the utility bill on the 20th of every month. The largest portion of the bill is always electric and most of the power used is believed to be from the A/C unit. When leaving the house to visit family, which is done for weeks at a time, this individual notices that the electric bill goes significantly lower than when they’re home. Since Gainesville can get pretty hot most of the year, this homeowner is required to have the A/C running at all times. When looking at the bill on the 20th, this person becomes aware that they need a solution to the high rates for electricity for their home.
Information Research: When becoming aware of this need, the first thing they do is look online if there’s any way to lower her electric bill and the outcome there seems to always be use less power, which puts a damper on everyday life. When searching Google, the homeowner types in: “can I leave gru for another electric company?” or “how to save money on electric usage”.
Interview 2
Need Awareness: The second homeowner I interviewed said they become aware of this need when listening to the local news and more information about climate change is being reported on. The news is watched every night at 7 by this individual and he pays close attention to the segments about global warming and the politics regarding it. There is a big influence on media nowadays to elect representatives who care about the planet and this homeowner is in full support of any political candidate who does so. During the interview the homeowner stated that more has to be done about climate change and that what scientist are saying needs to be accepted. He goes on to say that when listening to these news segments, he wants to become more environmentally friendly and find different sources for the energy his house and car use.
Information Research: To find a solution to helping the planet, the homeowner delves into transitioning his fossil fuel usage to renewable. The individual stated that he is already looking into getting a Tesla to not use gas, but he still need electricity to power it. He admits that he google searches, “solar panels to power home and car”. The homeowner says his brother owns a Tesla already and he loves the idea of ditching gas powered vehicles, and confirms that his brother powers the care with traditional electric sources, so he’s not sure if it’s helping all that much.
Interview 3
Need Awareness: The third homeowner I interviewed says they truly have the need for solar energy, and that they are “constantly aware” of this need. When asked to try and get more specific, they stated, “everyday man, probably right when I turn the light on after waking up.” The difference with this homeowner and the other two is that they already own solar panels. The problem they have though is the panels they own are outdated and half of them need repairs. This individual says that he would pay for the new panels he needs but it wouldn’t be worth it financially because he expects to have to pay for new ones in a couple years anyway.
Information Research: to find a solution to this problem, the homeowner has tried looking for solar panel repair men. He finds it easy to find someone who can repair them but after analyzing the costs, it’s more beneficial to use regular electricity from the grid, than constantly needing to repair his outdated panels. The individual also Google searches, “affordable solar panel upgrades” and “solar panel innovation trade” to see if he can replace his panels while saving money for new ones.

Based off these interviews, the homeowners who have a need for solar energy products, all share the desire to stray away from burning fossil fuels and all wish to save money by not paying the company who controls the electric grid for them.
 All these homeowners mainly want a way to power their homes with solar panels, and have small wants for other things such as their cars. When searching for solutions the common theme is to head over to Google and see what they could turn to in order to solve their problem with the Gainesville grid.

Comments

  1. Jeremy AguayoOctober 6, 2019 at 10:40 PM


    Hi Carlos,

    Air conditioning in Florida is definitely a large part of anyone’s electricity bill in Florida. Since we in Florida benefit from such a large amount of sunshine we would definitely have an advantage if you were to find a means to efficiently convert solar energy into electricity. I am assuming that there would be a large initial investment, but depending on the users’ needs, the return on investment may be obtained within a few years.

    ReplyDelete

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