12A – Figuring Out Buyer Behavior No. 1

- Pick a segment.

The segment I am choosing is undergrad college students at UF. I am not sure if I should be more specific than that. 

- When does the need become salient?

At a restaurant, due to the lack of healthy beverage options. They usually have water, sodas, and alcoholic beverages but a lack of stuff in between. The people I interviewed expressed this need becoming salient when friends are getting unhealthy options and they don't want to consume something so high in calories. 

-Information search.

Many people just resort to water as the healthiest option. However I do see an expressed need for something sweet and healthy.

- Findings and conclusions!

I think I may need to change my business idea?!?!? 

Although some people have expressed this need, others have pointed out that healthy people do not really go to unhealthy places and expect to find healthy products to suit their dietary needs. They obviously do not expect much from them. Also, people do not often feel the need for lemonade or crave it. Lemonade definitely doesn't motivate someone to go and get it besides if they're already in a restaurant or establishment. However maybe if my idea was blue vegan ice cream or a blue vegan milkshake (made with almond milk) that would be something that a person would actually have a craving for causing them to go and look for it. This may have a more solid market because this would target specifically people looking for vegan options so it may be a more clear venture. Many people have expressed the need for more places that meet their dietary restrictions and I've noticed a pretty large vegan community here in Gainesville.