Figuring Out Buyer Behavior No. 1 - Need Awareness & Info Search

The unmet need of this blog post is not having the time to go grocery shopping. My solution is "Groceries To Go" which is my idea of a grocery delivery service business. I discussed it in detail in my Elevator Pitch No. 1 and Idea Napkin No. 1 blogs. One segment I will be targeting for my business is the part-time to full-time working class. The three interviews below concentrate on that segment and their opinion and need (or lack thereof...we'll find out) of my business idea.

In my interview with Ryan, I discovered that he does have the need for a grocery delivery business. He works for the U.S. Navy full-time. He is very busy working long days among all the other regular aspects of life one needs to tend to. He has a lot of errands to do and he usually tries to get them all done on the weekend when he is off from work. These errands and chores include grocery shopping (of course), mowing the lawn, washing his truck, fixing things around the house if necessary, etc. It is a lot to get done in two days when also down time and fun time is necessary too. He said he would use a grocery delivery service because it would save him time and he could get something else done with the extra time he saved. Plus, he doesn't like dealing with the crowds at grocery stores which are much worse on weekends. The parking lot is full, the aisles are congested, and the check out lines are long. He would find this service very helpful. Something he did say that would need to be find tuned is the cost. Pricing would help him decide how often he would use it, if it would be worth it, etc. At the right price he would use it often.

https://soundcloud.com/user-752844123/buyer-behavior-interview-1/s-OAbyG



While talking to Mary, I discovered that she loved this idea. She does the majority of grocery shopping in her household and could definitely use the help. Again, if the price is right. She talked about set fees based on certain aspects of the order. She needs help with grocery shopping because she works and it is such a time consuming errand. It is a hassle. She said she would use this service every time (price reasonable).

https://soundcloud.com/user-752844123/buyer-behavior-interview-2/s-2Oaaa



While talking to Ron, I discovered that he only grocery shops about once every six weeks because his wife does the majority of the grocery shopping. The both work almost full-time and he gladly helps when asked. This shows to me that people just don't always have the time to do it for themselves every time and need the help, which is where my business would come into play! Ron had a great idea about pricing that I hadn't thought of. Instead of a fixed fee, he brought up the idea of percentages. Ron suggested a 15%-20% percentage fee of each order's total amount. For example, if the order is $100, 15%, or $15, would be reasonable. Ron had a lot of great ideas. He also said that a larger delivery time would be acceptable, so longer than two hours would be fine. He also brought up the idea of pre-set grocery lists that can be re-submitted for commonly ordered items. It was a great interview!

https://soundcloud.com/user-752844123/buyer-behavior-3/s-07VFH



In conclusion, I have learned that a grocery delivery service business would be in high demand for the working class. The number one reason working people would use it is in order to save time to do other errands and chores or for fun, leisurely time. They would also appreciate it to avoid the hassle of grocery shopping itself. Something that I do need to improve upon is the pricing. I need to gather more information about what would be reasonable and profitable, and integrate greater detail on my pricing plans. Overall, it seems like my idea would be useful!