15A: Figuring Out Buyer Behavior No. 2

Segment: College athletes purchasing shoes outside of regular school ear

Interviewee #1: 21-year-old female college athlete (track)
Interviewee #2: 19-year-old male college athlete (football)
Interviewee #3: 21-year-old female college athlete (basketball)

2. Alternative evaluation:
Based on these three consumers and their buying behaviors, they choose where they buy products from and what products to purchase based on comfort, but ultimately price. Being as these students are all college athletes for sports that involve the use of their feet, they look for products that offer the most support. Overall, there is more than just one factor that determines the segment's buying behaviors. The style is important but it takes a back burner to comfort and affordability. Being as these students are all in college, the price is one of the most determining factors for what they purchase and when. You see an influx of college athletes buying ore shoes when refund drops. You also see an influx of college athletes buying shoes right before their respective seasons.

3. I have come to realize that athletes have to buy online more often nowadays. Retailing stores are seeing a decrease in the amount of larger sized products that they have in-store which directly affects this segment. You see this, especially with female college athletes. These women tend to have larger feet and wear women's sizes 9 and up. Foot Lockers, for example, usually only carries up to a 9 or 9.5 in most shoes we have in-store. Customers have to order from online and get products shipped from the warehouse in order to get what they want. The segment no longer uses cash to finance their purchases. College students enjoy the ease of digital payments and most use the bank card they receive through the athletic program at the University of Florida. 

4. The longevity of the shoe athletes purchase determines if the purchase was a good idea. Athletes put a lot of wear and tear on their shoes in shorter periods of time than non-athletes. They use their shoes for practices, working out, and everyday life. Shoes that do not create holes, loose soles or rip apart after extreme wear are great products for athletes to purchase. When products start to do these things after a short amount of time, this makes the buyer think their purchase was a bad idea. 

5. Overall, I found that college athletes are trying to make smarter decisions when it pertains to shoes for themselves. They want to be cost-efficient but also want the best product that supports their strenuous lifestyle. I would describe this segment as one that is aware of their buyer behavior and how it affects them in their everyday lives.