Segment:
The segment that I chose is buying behavior when it comes to getting your car serviced. More specifically, whether or not individuals will go to their dealer for routine service or to an independent shop /quick lube center. The need in this segment is getting service completed on your vehicle, which everyone who owns a car needs to do. Everyone interviewed was college-aged and have jobs.
Summary of findings:
Upon completing the three interviews, I found a common theme amongst the three people. The number one thing these customers cared about was the price. The price played a significant decision make role when it came to deciding whether to get their car serviced at the dealer or not. The difference arose when other factors came into play with getting their cars serviced. First, one person felt that they not only cared about the price but shop reputation as well. They want to feel like their car is being taken care of so they don’t run into issues later. The second individual stated that they aren’t too particular about where their car is serviced, as long it gets done and done at a decent price. This individual stated that they would also do some shopping around or call around to local shops to get the best deal. The last individual stated that they will only take their car to be serviced at the dealer because “They know best” and all their parts and services are warrantied. At the same time, they will search for discounts to be used at the dealer but would not mind being up charged if all else fails.
Conclusion:
Considering that all the interviewees were college students, I’m not surprised that price played one of the major roles in servicing decisions. I can definitely agree with the stance of these individuals because as a college student, our money is very limited and has to be used in the wisest manner. As this experiment relates to the opportunity that I have presented, this will give a better idea of the type of buyer of the devices I’ve proposed. By giving drivers the opportunity to be more aware of what’s going on with their car, they better prepare for repairs and services.
#Assignment 12
OFF The Lot Reviews 
I think this is a really good post for buyer behavior. It looks like you are going to have to make a huge decision on which market you are going to focus on. You could aim for cheap, and only get the people hoping to scrape the bottom. You could aim for quality parts, run costs up and deter the other market. The decision is all yours.
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