Figuring Out Buyer Behavior No. 2

The three people I interviewed I asked them about when the purchase coffee. One of the people I interviewed didn’t drink coffee that often. The other two have been drinking coffee for a while. For those two, quality was very important. For one of the two, they drank their coffee black. He explained how the quality is important over the price because he doesn’t add any sugar or creamer. This person said it isn’t a big deal if they try a new place and don’t like it because coffee is only a couple dollars. When I asked about the atmosphere of the coffee shop, two of them said that they cared about the aesthetic. They both explained how getting coffee was more than just getting a drink. When they go get coffee they usually stay at the shop for a while. They either talk with friends or study there. One person I interviewed said they really appreciate good customer service. The other person I interviewed said they usually get coffee to go so the look of the shop is less important. When I asked how they usually pay for coffee, they all said with a debit card. All three don’t usually carry around much cash. I asked them if they use punch cards or have some kind of reward system. The two who drank coffee the most said they do use the punch cards or reward system. One of the said they usually forget to get their card punched. The third person said they don’t like trying to keep up with the card and don’t go that often anyways. When asked how they determined if their coffee was worth the money spent they all agreed that it was based off of taste. Overall, I feel like coffee is an easy product to evaluate. If you like it you’ll return and if you don’t then you won’t be returning.