Figuring Out Buyer Behavior

Segment

The segment that I chose for this assignment is college students that want to stay active/healthy while in college, i.e. going to the gym, eating healthy.

Need Awareness

So, most college students tend to live less healthy than they previously did when they were back at home. The three people I interviewed were all in this same boat. While they did want to make a change to living healthier while up in Gainesville, they felt either they didn’t have the time or ability to do so. This need to be healthier most typically occurs after they had spent the night drinking causing them to feel bad the next day and making them think they need to be healthier. When this need to feel healthier occurs, they most common solution for those I interviewed was to eat healthy. Whether it’s getting a salad instead of a burger or cooking their own food instead of eating out, this was the go-to solution. However, all of them also wanted to take it a step further and actually get into a routine of eating healthy and exercising, not just when they feel hungover and want to feel short-term better. What I learned from this is that while these people want to make a healthier change, they lack a push to actually do it. While their own needs encourage them to make this healthy change occasionally the biggest need here was for these people to have something, such as an app, that can encourage them to workout or help this create a schedule/meal plan for living healthier and making it work within their schedule.