12A Figuring Out Buyer Behavior

The segment I choose to pursue were caffeine loving college students. After interviewing these types of students, I learned that there needs to be a quicker way to reduce coffee shop wait lines. Most of these students found this unmet need of quick coffee when rushing to order and pick up their coffee while racing to class before their 15-minute grace period is over. I introduced my idea of the Coffee ATM, which is a machine that lets customers customize their own coffee beverages on their cell phone, the ATM itself, and online. Each person agreed that this machine would be very beneficial to the university’s campus and to all coffee loving students that occupy it. Most students said that when they become aware of their need, they rely on pre-ordering apps that only reduce their wait time by a small amount. Some examples of these apps include the Starbuck’s app and Tapingo. Students also relied on the internet to find coupons and other apps that could help them skip the long lines they experience. Based on what I have learned in my interviews, I have learned that this segment has a high need awareness and experience this unmet need regularly. This segment does take advantage of the internet and cell phone apps to help mend their unmet need, but still experience some sort of extended wait.