12A - Figuring Out Buyer Behavior #1

Assignment 12A – Figuring Out Buyer Behavior #1

The segment I chose to investigate is the working professional without kids. This segment is recent college graduates who are just starting their full-time job and don’t have spouses or kids to worry about just yet. They are getting used to the 9-5 lifestyle, as well as following the millennial trends of healthy eating and food awareness.

Interview #1- This person that I interviewed is a new college graduate who had just started her full-time job this year. She is not big into cooking so she loved the idea of having someone cook meals for her. She is becoming more and more aware of the health hazards of eating out constantly and so has tried to cook more things at home but is still learning. She would probably use the service after work, around 5 or 6, and probably only once a week.

Interview #2- This person has been working full-time for over three years and does not have a spouse or kids. They currently eat out frequently at fast food places in order to save time. However, they want to start cooking because of the health benefits and the recent trend toward living a healthier lifestyle. They would definitely use this service over the weekend or after work in order to save time and to get quality, healthy meals.

Interview #3- This person has a job with irregular hours. They usually meal prep their food on the weekends in order to keep up with a healthy lifestyle and avoiding eating out as much. They would most likely use the service over the weekend to meal prep for them. They wouldn’t use it during the week just because of their irregular work hours and not knowing how long the service would take to complete.

This market segment of the working professional without a spouse or kids definitely has this unmet need. However, they go about solving it in different ways. They either try to cook themselves, eat out frequently, or meal prep on weekends. They would use the service after work, around 5 or 6, or on weekends to meal prep for the rest of the week.