Assignment 12A: Figuring Out Buyer Behavior No.1

I have chosen the following segment that needs to be examined: 

German students riding the bike daily to get to university.
I interviewed two female and one male person who ride the bike daily to university even during the cold season. They have all been annoyed of the weather during the winter in Germany. They always freeze when riding the bike especially in the morning. They don’t like to sit on the cold bicycle seat. So what they told me was that the need appears every morning when riding the bike to university. It appears when they sit down on the cold seat because they start to freeze and feel uncomfortable. Furthermore especially the female interviewees were afraid of getting ill due to the cold seat.

One interviewee tries to wear a coat to protect against the cold bike seat. All of them sometimes try to park their bike in areas where the wind is not blowing that strong or they rub the seat before sitting on the bike. But this is not helping effectively. They asked their friends for some useful solutions. Some told them to park it in the flat, but most of the interviewees don’t have enough space to park it there. The others couldn’t offer any solution, they just have the same problem as the interviewees. I also asked them whether they would ask google for a solution. The interviewees told me that they don’t believe that google would have an accurate solution. One of the interviewees already googled it once and the advice she got were such as “it is important to wear warm clothes during the winter.” (this was not helpful at all) Finally they told me that they would be glad when someone could offer them something to satisfy this need and that they also would pay (not too much but at least a small amount of money) for something useful.

I have learned in the interviews that all three students are aware of the need. They all don’t like the cold bike seat and are looking for a solution this by asking friends or google. But they don’t have a solution for this at the moment because they don’t have the space to park the bike somewhere else or other possibilities are simply not that effective. They are intensively searching for something to meet their need because it occurs daily when riding the bike in winter.