The people I interviewed agree that they typically are persuaded most by convenience, quality packaging(for products), and price--in that order-- when choosing between alternatives. One of my interviewees mentioned that she often finds herself buying things she doesn't even need simply because she thinks they are cute. When it comes to service, this same interviewee specified that she wants to deal with people as little as possible, because she suffers from social anxiety, so she prefers services that offer online sign-up. The other two interviewees would choose a service or product recommended by someone that know before choosing an alternative.
All three of my interviewees prefer to do all research and comparison online and two out of three are more likely to order products online and the third likes to choose what she's going to purchase online and then head to a store that carries it so she doesn't have to wait for shipping. For services, all three prefer to be able to book appointments online.
After purchase, all three interviewees mentioned that they review a product or service based on how frequently they use it and also how much the result matched their expectations. One interviewee mentioned that no matter how displeased she is with a product or service, she typically does not get around to returning or exchanging items, or complaining about services and cancelling subscriptions, unless the item is extremely expensive. She gave the example that she has paid for a gym membership without using it for over two years. The other two did not have any qualms about returning, exchanging, or giving negative feedback about a product/service.
This exercise really highlighted the importance of convenience when it comes to getting the attention of my segment. If the process of booking or purchasing is inconvenience, they are not likely to follow through with the purchase.
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