John Grillo- John does his picking based upon his primary needs and secondary needs. Considering the first exercise in 14A was solely based on problem solving. John is not only addressing his primary need and how the product will solve his problem, but he is thinking more deeper and analytically on how the smaller, more basic needs are going to be met. Having this open mind provides John with the adequate tool set in finding alternatives.
Mary Wright- Mary looks toward every avenue in finding alternatives. She states that this is the most pragmatic approach in finding out exactly what she needs, and how the competitors fluctuate, therefore giving her an open, external view of every thing that she needs.
Rod Jefferson- Rod was the most quality based interviewee. He was concerned primarily on how his main problem will be solved, I quote what Rod said," The only reason any job is made, is because there is a problem to be solved, and I want my problem solved."
How/Where do they buy? All three candidates participate in show-rooming. They shop online, and browse in the store for the physicality of the products or services.
Post-Purchase Evaluation- Again to sum up the most important quality for all three of them. Is to make sure there problem at hand is being solved efficiently.
Drawing Conclusions- Overall all the shoppers were very similar. They all participate in show-rooming, all want a primary problem solved. But small things were different, specifically in their alternative solutions.
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