15A- Figuring Out Buyer Behavior No. 2

Interview 1: When she realizes she has the problem, she normally settles with home workouts as they are not intimidating and are more convenient. When walking into a gym environment, comfortability and inclusiveness is the most important factor for her to continue going. She said that price also plays a role in this decision, but it is not as heavily weighted as she prefers to be comfortable. She is more likely to buy in person with conversational persuasion. She will most likely use her personal expenses to fund the decision. She said what matters most on the 'rightness' of the purchase is her feelings toward going to the gym and the removal of the element of fear. She wants the gym to feel like a privilege and somewhere she is excited to go. She believes the purchase would be a bad idea if she did not get matched with a suitable gym partner or was not approached by other employees.

Interview 2: When he realizes he has the problem, he puts headphones in and listens to music in attempt to escape from the busy background of the gym. While he does this, he mentions that it is not preferred and would rather have a workout partner to feel more comfortable. When walking into the gym, having updated equipment and a 'good vibe' is most important for him to keep going. He said he would have purchase personal training, but the price point was too high as he is a college student. Having a free matchmaking system for workout buddies would eliminate this issue. He said he would be more likely to purchase online, as he does not spend a lot of time looking at the schedule in the gym and rushes in and out. He does look at emails and social media promotions for his current gym. He said he would be able to determine if the purchase was a good idea if he felt more comfortable and motivated to go to the gym by having a partner. The purchase would feel like a bad idea if his partner did not hold him accountable or was at a different fitness level than him.

Interview 3: When she realizes she has the problem, she normally just refrains from working out. The most important factor for her with a gym is having a reasonable membership cost. She would also prefer a comfortable environment and friendly staff, but most importantly cheap. She prefers to buy products in person so she can feel for how much the purchase would affect her. She would personally finance this purchase. What matters the most when she thinks of the 'rightness' of the purchase is ultimately saving money and improving her lifestyle. She wants to feel motivated to eat healthier, go out to eat less, decrease her stress levels and improve her energy levels through fitness and being held accountable through a partner. This is how she would determine if the purchase was a good idea or not. It would be defined as a bad idea if she did not feel held accountable following and did not see any mental or physical changes in her health.

Summary of Interviews: I found that interviewees mainly search for a comfortable gym environment with a partner that will hold them accountable for all of their fitness goals. Price does play a factor as well, but does not hold as large of an emphasis on emotion. I would describe this segment as prepared to invest in this service and confident about their needs. They have clear intentions for purchase and evaluate this through a number of factors such as results, changes, and emotions.