15A - Figuring Out Buyer Behavior No. 2

Interviewees:
Mom: 56 years old, drives Lexus SUV
Dad: 59 years old, drives BMW
Greg: 44 years old, drives Nissan Altima

1. Alternatives - price, quality, style, other factors
Both of my parents indicated that a combination of price and quality was important when choosing a sunshade (the main alternative). They both bought the alternatives at Costco where that combination provided the best value. However, even though their cars are very hot during the day they forgot to put in the sunshades. Furthermore, my mom does not like the style of the shiny gray sunshade and how it takes up room in the back of her car. Greg actually uses side window sunshades that are there permanently and were purchased at Walmart. He does not use a front sunshade. All of the interviewees agreed that they don't know of any other options besides a typical sunshade and therefore buy one at Costco/Walmart etc. for a combination of value and utility.

2. Where do they buy
As I previously mentioned the regular sunshades were bought at Costco and Walmart (retail locations) in person. Sunshades range from $5 - $25 usually and are purchased with cash. If I were to relate this to my product I would agree that customers are B2C, purchase in cash, and purchase in person. Automobile products tend to be hard to ship (or expensive) and people are very tangible with their desires to modify their car.

3. Post-purchase evaluation
For the prices discussed above all three subjects said they did not regret buying them. They all bought the products during a particular hot time while they were thinking about it at the store. In other words no one went to the store just for this product. Greg did say that the suction cups always come off with the heat and that makes the purchase a little frustrating. My mom says the sunshade is not big enough for her windshield so that is also frustrating. My dad mentioned that it doesn't fold in half so if he has people in the backseat it has to go in the trunk (where he proceeds to forget about it).

4. Summary/conclusion
Overall people buy sunshades when they are thinking about it at the store in retail locations. Overall all three interviewees thought their purchases were average but had no regrets. The price is such that they are not expecting much and if it helps with heat a few times that is good enough. However, if an automatic sunshade was on the market and it could be communicated that it wouldn't take up any room in the back seat and you would never have to remember to put it up (and deal with the hassle) then people would pay a premium for this.