Assignment 12A- Figuring Out Buyer Behavior No. 1

For this assignment I chose to use age as my market segment and for my interviews I spoke with people who fell in the range 18-25.

Alec, 22

            Speaking with Alec I learned that he does use vape products regularly and not just in social settings. When asked if he thinks he might have a nicotine addiction he said he does not think so however he does feel a bit dependent on vaping. I asked him how often he vapes and he said that he uses it every day and it has gotten to the point that his friends have suggested that he stop. I asked if he vapes around his parents and he said that they do know that he uses vape products and don’t approve of it. When asked about his health Alec said that he feels fine but his doctor back home has suggested he stop. He also explained that he has tried to stop using vape but finds it hard because of he is slightly dependent on it. I asked if he knows about the materials used to make these vape products and how they affect your body and he said he didn’t know much but was sure they were better than cigarettes

Lexi,19

            Lexi is a college student who only uses her vape product when she goes out with friends to bars or clubs and sometimes when she’s bored. She explained because she doesn’t use it much and she has no dependency on the product but does wish that she used it less. I asked if her use of the product was influenced by her friends and she said that when she is out yes but when she’s alone she uses it on her own. I asked if she has considered stopping vaping altogether and she said yes but she does like to use it when she goes out. When asked about her health in relation to these products she said she has heard about how people have been hospitalized from vaping so much and that has been a big factor in her considering stopping. Lexi also talked about how after hearing about some of the stories she has been doing more research on vape products to see what is in them and how they can affect her body.

Jace, 20

            Jace is also a college student and vapes very consistently. He said he vapes when out to bars and clubs and also carries it even when he is on campus or just out doing normal things. I asked if his usage was influenced by his friends and he said that his friends do vape as well but he first tried it on his own his freshman year of college. When asked about quitting he said he would like to because both his parents and primary doctor are worried about the long term affect that vaping could have. I asked if he has found another vape product that is not toxic and nicotine-free and he said he hasn’t because most vape products still have nicotine. He also said that after a quick search online he learned that one JUUL pod is the equivalent to a pack of cigarettes which surprised him a lot.

            These interviews showed me that a lot of people have a need but are in denial about it. For example, Lexi said she has become aware of the detrimental effects of vaping and wants to stop but continues because she believes she is not addicted. Another big thing I learned from these interviews is that many of these young adults tough that these vape products were a safe alternative. It wasn’t until they did their own research that they realized how harmful they could be. I think using this specific market segment was very helpful because it helped me to target the group of people who have an increasing need for my product. This age group also showed me that they are becoming more aware of the need for a safe alternative. I was genuinely surprised to hear that they took it upon themselves to look up information about vaping and that they were actively looking for an alternative. However, because these are college students, they are very consciousness about their health so I think another market segment that lies here is whether they attend a college or university.