Assignment- 15A - Figuring Out Buyer Behavior No. 2

Steps 1-3: Interviewee #1 ( Jarvis- Male, Early 20's, Part-Time student, Full-Time worker ) : Throughout the interview I asked him the essential questions of what was most important to him when he thinks of planning a day/night to go see a movie at the theater. For example, "Is price the most pivotal factor for you when deciding to see a movie at the theater." Jarvis replied, "It's usually the first thing that comes to mind when I choose a movie theater location and that question is, "Who has the cheapest price?" Another question I asked was, "Does the quality of the theater, (style, size of each house, seating, etc.) make it more appealing for you to go to compared to others?" Jarvis said, "Sometimes it can be a decisive factor more than often. If the tickets are cheap, but the theater is not kept up and presented well, I will usually not come back to it unless I am very desperate."

Interviewee #2 (Aleanna- Female, Late 20's, Full-Time student, Part-Time waitress) : In my interview with Aleanna, I stuck to the same questions I previously asked Jarvis about what was the most pivotal factor in making a decision to see a movie at the theater. Aleanna said, "To me, it is the expense of the overall that makes the experience worth it." I went on to ask her, "If prices were raised and stayed at a consistent rate, what would be your next factor to choose a place to see a movie at the theater?" Aleanna stated, "That's easy, it would be the hospitality and the welcoming of how the theater makes you feel when you first purchase your ticket."

Interviewee #3: (Harold- Male, retired) : My interview with Harold was pretty short, but he was able to give me some good pieces of data. I stuck to the same route of questions in asking Harold. I asked him, "what is the one thing that gets you hooked into to a movie theater that makes you want to come back?" Harold replied,"The price. Whenever I get a good ang for my buck, I am instantly a fan." I went onto ask him if he ever had a preference on what he thought of the overall cleanliness of a theater and how that can disturb him during the experience, regardless of the inexpensive ticket price." Harold simply said, "It doesn't bother too much. When I go to see a movie, I'm there for a few hours to sit in a seat, watch my film, and leave. I try not to pay attention too much to those sort of details."

Step 4: How/where do they buy?: For all of my interviewee's and for my audience of customers, there is alternative ways to purchase tickets. They're able to buy movie tickets at the theater personally. Some other ways would be online through movie associated websites (EX: Fandango) and mobile subscription apps (EX: MoviePass). Transactions at the theater can be payed in cash and card. Through the online service transactions, there is usually a payment method that acessess a credit/debit card.

Step 5: Post-purchase evaluation: All three of my interviewee's Jarvis, Aleanna, and Harold believe the price has to be right in order to have that fulfillment of a successful post-purchase mindset. Jarvis and Aleanna think that overpaying for a movie ticket can make them think the purchase was a bad idea, regardless of how anticipated the movie was. Harold

Step 6: Report the findings: I believe that every person I interviewed provided honest answers and feelings. I was able to find some very useful information that helps me understand the customer segment for my plan to open my own movie theater business.

Step 7: Draw Conclusions: Based off my interviews, the most important concepts I have learned in terms of alternative evaluation, purchase decision, and post-purchase evaluation does not represent  the people I interviewed for this assignment, but a vast majority of the people I have interviewed so far is that their decision is all surrounded by the subject of how expensive or cheap the cost is.