Figuring Out Buyer Behavior

Figuring Out Buyer Behavior

My business model is to present customers with weekly prepared meals, ideal for week day lunches and avoids the stress of trying to figure out what to eat in the middle of the day.Although there are many reasons to draw one to my business (ie. desire to eat healthier, save money/stick to budget), I will be focusing on the segment that utilizes my services to eliminate the need to make additional choices throughout the day. 

Interviews:

Amy Tran: Around 1 pm at weekdays at the office, she realizes that she does not have anything packed and is beginning to get hungry for lunch. She continues to work, debating where she would like to potentially order food from, turning to delivery apps like Grubhub to search available restaurants. In the midst of this indecision, she continues to get phone calls at her desk and gets interrupted from her search. More time passes and suddenly it’s 3 pm. Amy usually leaves the office for home around 4:15 and decides to push through eating candy at her desk because now there is no use in taking a break to eat. 

Brian McCormick: Around noon on weekdays, Brian begins to get hungry for lunch. He is always rushed in the morning getting ready because he has a long commute to work and must leave before 7:30am. As a result, he never seems to pack lunch although he intends to, figuring he will just grab something later in the day. He works downtown in a large building with a large cafeteria for his entire building. Unfortunately the line always takes forever and the commotion in the cafeteria irritates him. He regrets yet again that he has not done something different. 

Glen Barnes: Glen starts to get hungry for lunch later in the morning on week days. He drives for the majority of the day everyday doing contracted jobs. He typically sees billboards of the food at rest stops and makes a decision on what to eat of lunch that way. Sometimes these stops are not convenient to when he would like to eat, depending on where he is driving for the day. He has never brought food with him (working for 40ish years) because he doesn’t ever take the time in the morning to pack. 

From these interviews, I gather that all three continue to feel a discouragement midday that they had not figured out something else to do for lunch. Although they don’t feel the need for food until midday, in order to address their problems they would need to use more forethought, even if it didn't require work ahead of time. They would need to become aware of their need not in the middle of the day but potentially the weekend before so they could make a better plan for the week. It seems that all three could benefit from a prepared service because the flexibility of chasing what they would like day-by-day actually forces them to procrastinate the choice. For Amy, this means she doesn’t often eat. For Brian, he is left unsatisfied. For Glen, he cannot eat right away when he would like as he is on the road and must wait for restaurants to become available. This group all seems to be willing to pay more for ease and they are primarily eating to satisfy hunger, not necessarily for enjoyment.