Assignment 15A- Figuring Out Buyer Behavior No. 2

My product is a top coat nail polish. This top coat can go on any kind of nail polish (gel, regular, dip, etc.) and it will last 4 – 6 weeks without chipping. As of right now, I think most women stop/don’t get their nails done or they keep getting them done (spending more money and wasting time). For this assignment I interviewed three women on campus. The first interviewee said that when their nails chip, they end up taking all of the polish off of the other ones and do not get them done again. She said that she does not get them done again because she cannot find the time. For her it is important that her nails last a long time being that she is constantly busy. When I asked her whether she would buy this top coat online or in store she told me online. She said that she often shops on amazon for items she needs. With amazon, card is used. My second interviewee said that she has to get her nails done once they break or chip or else, she will bite her nails. She said that she picks the kind of polish that lasts the longest on her nails, no matter the cost. She said that she would be willing to pay more for my top coat if it meant that it would last longer on her nails. She said that she was equally likely to buy online and in store. My third interviewee said that she gets her nails done occasionally. She said that price is important to her. She does not get her nails done often, therefore, she doesn’t like to spend a lot of money on her nails. She said that she would also be more likely to buy my product online. For all of my interviewees, the purchase is a good idea if it lives up to its promise and lasts longer than typical nail polish. It would be a bad purchase if the polish with my top coat lasted just as long as other polishes. From these interviews, would say that this segment does not have a good alternative to chipping nail polish. The only solution these girls have are to spend more money and time going to the salon to get them done again. From these interviews, this product is most likely going to sell online best. Then I would like to sell it in stores. If I can make this top coat nail polish last 4 – 6 weeks, as intended, it will be a very successful product.