For the first part of figuring out buyer behavior, I took a look at trying to figure out what preference the consumers had when it comes to servicing their vehicles. Part 1 gave me good insight as to what factors play into the decision-making process for the average consumer for car service. Again, three college-aged students, who have cars, were picked for interviews to get a better idea of what factors come into play when they decide to get their cars serviced. I narrowed down this segment to figure out buyer behavior for a simple service of an oil change. This is a service that is required by every vehicle owner.
Findings:
After completing interviews, I gathered a substantial amount of information. First, I will like to point out that there are many options for oil changes. You have the option to take your car to the dealer, to a local quick lube, or do it yourself since it is a relatively easy task. The biggest factor that played into the decision-making process for my candidates was the price. It seems as though price equates to the quality of the service. These customers valued the aspect of the price but were too skeptical to accept “too good to be true” offers. 2/3 of the customer expressed that they shopped around for the best deal for an oil change and did not have a preference as to where or who does the job. They would find online coupons, mobile coupons or mail/newspaper coupon for their local service shops. With more cars requiring synthetic oils, oil change prices average around $60. The other customer fully relied on their dealer and used whatever offer or incentives that their service advisor had to offer them. All three customers expressed that they felt that they made the right decision after their purchase is made and their service is complete (given that it was done properly.)
Conclusion:
After concluding the results from this segment, I can clearly see how my product can affect consumers. By providing the consumer with useful data in regards to the current status of their car, so that they can know when it will be the optimal time to service their car and give them time to prepare financially for that service.
#Assignment 15
OFF The Lot Reviews 
When it comes down to an oil change, I really think that college students take three paths. The first, they wait until they get home for the first time in months and their parent finds out they haven’t gotten an oil change and do it for them. Second, they call their parents and they just say go to the nearest Jiffy Lube. Third, the student finds a coupon and gets the cheapest one. Those are what most college students do!
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