15-A Figuring out Buyer Behavior No.2

Interview 1: Alejandra is a Junior medical student at the University of Florida. She told me she saw a lot of potential in my medical application and hopes to see more inventions like that in the future. I asked her how much she would pay for this app and she was hoping it would be free. Her most important aspect of the app would be how easy it is to use so people of all ages can use it with ease. For her user-friendliness is the most important part of the app. “If people cant figure out how to use it within 5 minutes, they will delete it off the phone,” she said. She doesn’t usually buy apps and is very picky about what she downloads.

Interview 2: Tommy is a senior communication major at the University of Florida. He is an avid video game player and claims to never have made a doctor’s appointment by himself. Although he is slightly different from my other interviewees in the segment, Tommy claims he is sick all the time and his mother gets annoyed of booking his doctor’s appointments all the time.  Tommy loves to download apps on his phone and he organizes all of them in folders. He does not have any health apps however, he says he would use my app idea if it was created. Tommy stated that he would only buy an app if it was 100 percent necessary for him. His main concern is whether the app is easy to use or not. User-friendliness is very important to him too.

Interview 3: Michelle is a graduate student in the Communications school and does not really use applications often. She only downloads apps if they will make her life easier, for example she said she has the American Airlines app for easy check-ins and she has the Orange Theory app to schedule her gym classes. She is very practical about her purchases and values quality over anything. Michelle appreciates apps that are easy to use and well made. She has never bought an app for more than 1 dollar and doesn’t plan to anytime soon.  When it comes to “rightness” with an application, it matters whether the app was helpful or not. If the app is not useful to her she will delete it. She worries about memory storage on her phone.

Conclusion:

In terms of purchase decision all three interviewees focused on user-friendliness and quality. The only way these consumers would go out of their way to download a medical app, would be if it was useful to them. The most all the interviewees would pay is a dollar. All of them obviously would get the app from the app store ; however, they mentioned that word of the mouth is the best way to market an app for millennials. Also, if their doctor recommended the app, they would consider buying it much more. When it came to post-purchase evaluation, the ‘rightness of a purchase’ is a based on how useful it is. If the consumer feels as though they are not using it enough or it is not worth the memory storage on their phone, they will delete it.