- I chose college students as my segment. This is due to the fact that binge drinking has become so popular and excessive among college students and many of them are unaware of how intoxicated they get. The first interviewee is named Tori. Tori attends Florida State University and is in a sorority that is known for partying quite heavily. Luis is the second person I interviewed. Luis attends New York University and is a film student there. He has a girlfriend and says he only drinks maybe one glass of wine with dinner every week or so. The last person I interviewed is Celine. Celine attends Florida International University and hates drinking because her friend passed away in a drunk driving accident a few months ago.
- During these interviews, I asked the three college students questions about their alcohol habits and, more specifically, their driving habits after they’ve consumed alcohol. Tori is the only one that admitted to ever drinking and driving but Luis says he has many friends that drink and drive all the time. Then, I told the students a few statistics on the dangers of driving under the influence and asked them if they felt this was an important issue. All three double checked my findings on google and then agreed that it was dangerous to drink and drive. However, all of the students claimed to be safe drivers, even while under the influence.
- The biggest feedback that these students gave me resulted when I asked them if they would be interested in purchasing an ignition lock for their cars. All three said they would but it would have to either be included in the cost of the car when they buy the vehicle or it would have to be priced very cheap. I asked them what “cheap” meant for a college student and the average amount they were willing to pay for this product was $50. Although I would hope to get many sponsors that would subsidize the cost of the ignition lock, I do not know if it is realistic to assume that the price of the product will be less than what college students are willing to pay.
- Overall, I think that college students agree that there is a desperate need to diminish the amount of drunk driving accidents but they are unsure of what is the best solution for this prevalent problem. Although all three students agreed that my product was innovative and useful, none of them would be able to afford the ignition lock realistically.
Monday, June 4, 2018
12A
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Iara,
ReplyDeleteI too would be concerned with the cost. But, if you ask a consumer what they want to pay I think they are going to always try for the lowest possible cost they can think of. If you build the value and emotional impact of this product, I think you could charge in the 100s of dollars.
I also think it is ironic how everyone thinks they drive well, even though they more than likely are impaired and can't tell the difference.
Thanks!
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ReplyDeleteDrunk driving among college students is prevalent in our society. Staying away from parents, having a feel of independence and liberty may cause them do stupid things they wouldn't do otherwise. Thus, your product can be a great precautionary mechanism for college students to have it installed in their vehicle. In your future, I would like to know how you can approach investors or sponsors to raise funds.
ReplyDeleteGreat post Iara. I think picking college students is a great segment to examine as I picked this segment also. This segment would definitely be a big target for your product idea. I agree with the findings that every person you interviewed said that they would only buy the product if it was cheap. People are less willing to buy a product if it doesn't offer them immediate benefit or they are less likely to see the consequences.
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