15A

• When I interviewed my three people, I discovered that the majority of them were outraged by the fact that I felt drivers needed to purchase a product like the ignition lock to prevent them from driving under the influence. They stated that they would never need to be told not to drink and drive because it is such an obvious concept. However, once I told them that most car deaths are linked to a drunk driver, they acknowledged the fact that some people should purchase this product but not them.
• The third person I interviewed told me that she would want to make it mandatory for every car manufacturer to install an ignition lock in their vehicles prior to selling them.This would sell many ignition locks since all car companies would be forced to purchase the product. However, she realized that this was a little ambitious and recommended a way for the engine to slowly shut down if the car feels the driver is swerving too much or going at too high of a speed.
• All interviewees claimed they would not purchase the ignition lock if it was priced over $250 and two interviewees said they would only buy it if it cost less than $150. This was the most important factor when considering whether or not they wished to buy this product.
• Overall, it is important to note that customers want a cheap product so it would be essential to provide them with cost effective ignition locks. Furthermore, drivers need to be constantly reminded that drunk driving is a real problem that exists and kills dozens of Americans every single day. Once people realize these facts, they will become more aware of their own driving as well as want to ensure the safety of our country so they will be more inclined to buy ignition locks. In order to publicize these facts, I would finance commercials stating the statistics of alcohol related car accidents to show drivers across America how grave of a problem drunk driving truly is.