Figuring Out Buyer Behavior No. 2

Segment: College Students

Interview #1: Female, 24 years old – FSCJ

This individual smokes hookah regularly. She usually buys one can of hookah tobacco from her local gas station, but she will also buy it if there’s somewhere closer to where she’s going to be at during that time. She said she alternates between 1-3 flavors, and the prices vary but only by a few dollars so she doesn’t think about it much. You can buy hookah tobacco online, but it’s not as convenient as just going up to the store when you need it. She doesn’t really feel bad for buying hookah tobacco because she feels like it’s more of a social event as opposed to being harmful to the body.

Interview #2: Male, 26 years old – UNF

This individual buys cartons of cigarettes instead of the single packs in order to reduce costs. He buys the same brand of cigarette, but it doesn’t matter where from. Sometimes it’s when he’s pumping his gas or others it’s just when he’s at the grocery store. He hasn’t really noticed a price difference, and it doesn’t seem like it would bother him even if he did. Seems like the most important is the brand itself for him. Things such as warning labels of nicotine use or his family/friends will make him feel bad for his purchase, but at the same time not bad enough to stop.

Interview #3: Female, 26 years old – JU

 This individual starting chewing tobacco when he played baseball. He also buys it wherever is close when he runs out. He doesn’t pay attention to the price and his buying decision is made himself. There are times where he will buy it if he’s running low and his buddies are already making a trip.

Based on the three interviews, it is apparent that they always buy their product of choice (same type, flavor, brand) regardless of the price that it is being offered. Although they usually go to the same store for each purchase, they are also willing to go to whatever is convenient at that particular moment. These purchases are typically done with cash and they are the only ones involved in the decision. With all of their nicotine purchases, there is nothing actively being done about stopping / minimizing the use of tobacco. The only notification that they see are the warning labels on those nicotine products.