Assignment 12A – Figuring Out Buyer Behavior No. 1

For my three interviews, I decided to focus on people that are driving expensive vehicles in Benin, which were purchased from the port of Benin, where I will be sending my salvaged vehicles for my business.

Interview one: He is from Benin, in West Africa. He told me that he understands the struggle and that if there were a cheaper option, he would not hesitate to do that. He shared with me that he regrets buying the brand-new car because he spent all his cash on it. According to him, he could have used the same money to do something that will bring him money and not depreciate. He added that he been trying to search online and see how much the local car dealers are really buying those vehicles oversees. He said that he used google and Facebook to check the prices, and that he found out that they are being charged way too much for imported vehicles, which is very sad.

Interview 2: He told me that he understands that they are spending way too much of their cash in those brand-new cars. He told me that he became aware of them being overcharged by local dealerships because of one of his friends that lives here in the USA where most of the vehicles are imported from. He said that since then, he tries to check the prices of cars online that are located in the States where his friends are, and then compare those prices to the imported ones in Benin. He agreed also that they were being overcharged as well. Thus, he would definitely be one of my customers, but he will prefer if I import also normal cars and charges my customers less than they are being charged currently.

Interview 3: It went well, and she definitely agreed with me. She had the same belief as the two previous guys, but she already purchased vehicle here in the USA when she came to visit during last summer. She realized that people in Benin are overpaying for cars, and that a change should be made. She thinks that my idea of importing salvaged cars is great, and that I will be getting a lot of customers, but she suggested that I could also bring normal cars for rich people that prefer to buy cars that have not been driven yet. According to her, I just need to lower my prices compared to the local prices.

After these interviews, I found out that my segment, which are the rich people in Benin, really need that change which I’m about to bring for them. I think that there will two categories of them I should consider, those who would purchase the salvaged cars from me at very cheap prices, or those who want to have brand new car that have not been in any accident at a cheaper price. Thus, I have to work on that and identify my two types of customers.