15A - Figuring Out Buyer Behavior No.2

In these interviews I spoke with 3 families where a family member is diagnosed with Autism Spectrum Disorder or related disabilities. Their names will be kept anonymous and confidential.

Interview #1: Mother of 2 year old with ASD

• Alternatives:
• While speaking with this mother, she expressed to me that when she shops for something whether it be a product or a service, she focuses on quality and style above everything else.
•  Being a first time mother, quality is definitely a big factor, you want the best of the best for your child, but she also likes it to look nice or be somewhat stylish.
• Examples of items include baby diaper bags, meal and bottle sets, and clothes
• How/where do they buy?
• Because this mother does not live in a very central location, she tends to often buy online for it's convenience and variety of styles.
• More likely to use money available or sometimes finance the purchase if it is a big buy.
• Post purchase evaluation:
• She expressed that after she makes the purchase, durability is something that she pays a close eye to. If the product she purchase lasts a good while, she is satisfied with her buy. Similar to other interviewed customers.

Interview #2: Mother of 14 year old with Down Syndrome

• Alternatives:
• In this interview, because I knew this mother well, our conversation flowed more easily and felt less like a questionnaire and more like a discussion.
• She expressed to me that because her daughter is older and can have a little more say in some aspects of her life like how she dresses or things of that matter, when it comes to shopping for a product, this mother prioritizes price over quality and style.
• Although, her opinion shifted when it came to services like the service I would be providing (Allies 4 Autism).
• Similar to other interviewees, this mother said QUALITY of services like child care or sitting services matter most to her when it comes to her child, in comparison to price or style.
• How/where do they buy?
• This interviewee claims to be "old-fashioned" and prefers to buy in stores and make purchases in person rather than online.
  
• She also says it's partially because she enjoys shopping, it's therapeutic for her.
• Post-purchase evaluation:
• She typically evaluates her purchases (products/services) based on quality and durability after purchase.

Lastly,
Interview #3: Grandmother of toddler with ASD

• Alternatives:
• This particular buyer does not break much of a trend. Her selections in purchases are similar to the last interviewee's.
• This grandmother preferred quality over both price and style. She does not care all that much about the price of a product as long as it is good and durable for her grandchild.
  
• How/where do they buy?
• She is also "old-fashioned" and prefers to go directly to stores to buy things.
• She also claims she is not very tech-savvy and does not know how to "do that online shopping stuff".
• This buyer also pays cash over card payments when making purchases.
  
• Post-purchase evaluation:
• After making a purchase, she focuses on the durability of the product (if it is something that requires being washed, does it stay together or fall apart in the washing machine?) and if it is flexible for the child to use for a long time.

Conclusion:

What I noticed after conducting these interviews is that most parents and parental figures want the best of the best for their child in quality, sometimes not paying much mind to price. This is something I could understand (I am not a mother but, when you love someone, you only want the best for them).

When talking about their buying habits and behaviors, most of the interviewees focused on physical purchases of products more often than services. I think it's only natural to immediately think of a product when using the word "buy". Although differing in some aspects, all my interviews seemed to have a lot in common in how the questions were answered with the focus being on quality of product and less on price or style.