15A - Figuring Out Buyer Behavior #2
Alternative Evaluation
Potential Customer #1 (Close Friend)
Q: When purchasing a firearm, what matters the most to you?
A: What matters to me the most is usability - being able to use this firearm for years to come with little to no trouble. If the price is low, I will most definitely purchase it.
Q: If the quality is not as you would like, will you still purchase it at the lower price?
A: I know that gun manufacturers have to produce firearms at a fast rate, which means lower quality, and I'm fine with that, as it impacts my wallet less.
Q: Knowing that the quality is less but the price suits you, will you be happy with the purchase?
A: Most definitely, I am happy when I'm getting a good deal on anything!
Q: Would you buy this online or in a store?
A: Hearing stories from other people and reading reviews of online storefronts, I'd rather go to a store, purchase a firearm, have a background check conducted, and then come back three days later on my own time. Online transactions rarely go smoothly, especially when dealing with FFL transfers.
Q: What makes you think purchasing a firearm is a good or bad idea?
A: I would purchase a firearm for my family's safety. I know that America is not what it used to be and its important to stay ready. For me, that means arming myself in case of a further decline in society.
Potential Customer #2 (Older Friend)
Q: When purchasing a firearm, what matters the most to you?
A: I have heard a lot about the AR-15 rifles, have shot one, and now would like to purchase one. I don't know enough about them to detail what I need the most, but I want a quality gun that is reliable.
Q: If the quality is not as you would like, will you still purchase it at the lower price?
A: I probably would search harder for a better quality gun, because I value reliability like I said. The lower price could mean a number of things, many of them potentially bad. I watched a video on youtube of an AR-15 melting from excessive barrel heat.
Q: Knowing that the quality is less but the price suits you, will you be happy with the purchase?
A: I would be moderately happy, but experiencing a gnawing feeling of knowing that a little more money could have gotten me more peace of mind in what I receive.
Q: Would you buy this online or in a store?
A: I would buy this in a store because that's how my generation is. We don't trust the Internet, especially for firearm purchases. I would pay in cash at a gun store.
Q: What makes you think purchasing a firearm is a good or bad idea?
A: I come from a generation who believes that owning a gun is a good thing. As a result, I fully support my desire to get a gun for my house/car.
Potential Customer #3 (Firearm Enthusiast)
Q: When purchasing a firearm, what matters the most to you?
A: Quality and knowing what mil-spec parts are in the firearm. I have seen so many guns that malfunction simply because people are willing to spend less on a piece of junk that looks moderately good. I would spend 2x as much just to know that I own a quality firearm.
Q: If the quality is not as you would like, will you still purchase it at the lower price?
A: Definitely not. I have been purchasing and selling firearms for years now, and I can tell you that I have never owned a gun that has not been renowned for its quality or reliability in the field.
Q: Knowing that the quality is less but the price suits you, will you be happy with the purchase?
A: I know too much about guns to purchase a hunk of junk for a cheap price and be happy with it. At the most, I would buy it to test its limits and then resell it. There is no way that I would keep it for a long period of time.
Q: Would you buy this online or in a store?
A: I would probably buy it online because I have a lot of experience dealing with auctions and know how/where to get the best possible national price. Storefronts are great ways to do it too if you're looking for a used firearm, but I prefer an online transaction.
Q: What makes you think purchasing a firearm is a good or bad idea?
A: I am a war veteran and have been around firearms my whole life. I have friends who have had their lives saved by simply having a gun in their possession. I think it is a great idea to have a firearm that you own and keep for personal safety.
In closing, the three people I interviewed were all potential buyers, but the last person I interviewed would not buy the product in a brick and mortar store because he knows that he can get a quality firearm for a great price online. However, the first two people I interviewed seemed very interested and also inclined to buy their gun in a store. This research has shown that the more knowledge you have about the business of firearms, the less likely you are to purchase it in a store, most likely for a hiked-up price. As a result, my target demographic are people who have moderate knowledge of firearms.
Good interviews. Perhaps soon enough your target demographic would be able to purchase the schematic of the gun online and 3-D print it at home. If I was a buyer, my alternatives would be guns with the least number of components and most durability for long term use. I served in the Israeli army, and there we had to clean our rifles every day to make sure it does not get jammed during fire. The rifle had only a handful of components that made it really easy to clean each day.
ReplyDeleteHey Luke,
ReplyDeleteI find your idea very interesting, especially because I spot parallels with my idea. My idea has to do with selling a new type of guitar strings, and based on my research, it seems that less experienced guitar players show much more enthusiasm for the idea along with the fact that they would much rather go to a physical guitar store to do shopping so they could talk to experienced players about buying things. I'm not too knowledgable on firearms, but it seems to me that newer people in the industry would not only want to go to a physical store for secure, smooth service, but perhaps also to learn more about firearms themselves.