15A - Figuring Out Buyer Behavior No. 2

I interviewed three people who live in the Los Angeles area, while I was there for a short trip.

Interview No.1:

                Based on the alternatives of renewable energy available in today’s technology, the first person I interviewed said it would be impractical to invest in wind or hydro power for individual purpose. “Unless the city is installing mega turbines or LA somehow gets water for a change, solar is the best route.” When asked if they had to choose an alternative the interviewee chose hydro power, but mentioned he would need to invest in moving his home elsewhere to obtain the alternative. This buyer is more likely to buy online instead of going to an actual store, and says he would rather pay cash up front for the product, stating “oh I’ve got the money for solar panels; it’s just about finding reliable ones.” When thinking back to their purchases, this buyer thinks about the return on investment. “I’m not really into luxuries but if it benefits me in the long run, there’s nothing wrong with it.”

Interview No.2:

This buyer was interested in buying cars that have alternatives to gasoline fuel. “In the end it really matters which method would get me farther. If the car ran on solar energy, and went farther than a gasoline engine, I don’t care if it looks like a dump truck.” When asked where they’d prefer to buy the product, this customer said she would rather go into a store and see it in person. “You never get a real grasps of things by looking at their pictures, big flaw with people who live here.” This buyer says she would personally rather finance the purchase, because giving up large amounts of capital all at once doesn’t “feel” wise. When asked about determining the rightness of their purchase this buyer stated “what’s most important to me is whether or not it made my life less stressful and if it turns out being more convenient.”

Interview No.3:

                Just as the first interviewee was shown alternatives to solar energy, this buyer was a big advocate for helping the planet and making any necessary changes to do so. “If it turns out that wind energy is the better route to go, I’m for it, regardless of price.” This buyer said she doesn’t mind buying products online, because most places offer the possibility of return and would rather buy things with cash so that there's no hidden interest and fees. When accessing whether their purchase was a good idea, the buyer stated "if it helps the planet, and the life of humanity, then it is always a good idea."

When it comes to these three buyers, their views on alternatives and 'rightness' of the purchase all differ. it comes down to what each person holds most valuable, whether it be their money or their care for the planet. Depending on the persons financial prowess, they choose how to pay differently.
Through these interviews, I've learned that if you live in Los Angeles, solar energy is more likely the most efficient and realistic approach if you want to transition to renewable energy.