15A – Figuring Out Buyer Behavior No. 2

During my 3 interviews, I decided to focus on my segment like the one from the previous assignment. My segment was the rich people in Benin (port where cars will be shipped to from USA) that likes brand new cars.  I was not surprised to find out that all the 3 people that I’ve interviewed have almost the same behavior.

First, all three told me that price and quality are the most important for them. They also mentioned that honesty is very important to them because that could prevent them from buying something.  What surprised me the most is when they mention to me that availability and choices are some key components to make them be more attracted to my business.

Concerning the way, they purchase, all of them mentioned that they only do cash purchase and no financing option. When they said cash, they mentioned that they consider making their full payment by using a check is considered as cash. They shared with me that the person that can help them in making their decision to purchase a vehicle would be their mechanic, just to check and see if the vehicle is worth buying it. I was not surprised by any of their answers as I already had an idea of how it is going to look like.

In addition to the way they purchase, I asked them about the ways they can feel satisfied or disappointed after a vehicle purchase. They told me that will definitely be satisfied to know that they’ve way less money than someone else who has the same car as them. They said that the only thing that can make them be disappointed is if the car has issues.

I really enjoyed the interviews because it made me realize that I was right about a lot of my expectations, and I know now that I should always make sure that the vehicles that I’m going to be exporting have only body damages that are fixable, no motor issues.