12A – Figuring Out Buyer Behavior No. 1

Pick a segment.
For this exercise I picked the segment of young adults aged 18-30.
These people live in houses and shop online for items which will later be sent to their homes.

Interview 1:
The first person who I interviewed was a 20 year old male and met my target demographic. He was a frequent online shopper and had packages delivered to his home address.
Need Awareness:
 He was aware of his need for increased package security due to having his packages stolen before. He determined the need was most prevalent when the package would be shipped to him on a week day. This is because he would be at class for long periods of time and would not be able to receive his package in person.
Information Search:
Currently, the interviewee would have his roommates stay home to get the package if he was not there. He also tracks the packages he receives on his computer to get a better sense of when they will arrive.
The search terms on google relating to this are Amazon, Track ]Package\

Interview 2:
The second interviewee was a 21 year old female who lived in a house. She online shopped frequently.
Need Awareness:
She was aware of the need for increased security of her packages because she knew of people who have had their package stolen. She felt the need was the most prevalent when she was not able to stay at home and wait for a package to arrive.
Information Search:
To combat this problem, she has the delivery driver leave packages at the side of her house instead of the front door. This includes leaving a detailed note on the shipping information on where to leave the package.

Interview 3:
The final interview was a 25 year old male. He rents a home in Gainesville and online shops.
Need Awareness:
This interviewee was aware of the need for increased package security. He has had packages taken before he arrived back from work.
Information Search:
The current actions taken for increased security include ordering packages so that they will arrive on the weekend when he is not working. This means that his packages or items  arrive late on some occasions to fill this need. This person has also filed reports to have new packages sent once they are stolen.

Conclusion:
Young adults, who buy items online to have shipped to their house, are aware of the need for increased package security. People are already making steps to make their packages harder to steal but it is not 100% effective at stopping thieves. This would be a good market toi target regarding increasing their package security.