Assignment 12A: Figuring Out Buyer Behavior No. 1

Segment: The segment I chose is drivers of all ages. Particularly, I want to focus on high school seniors, teens obtaining new license, and drivers who received a DUI violation.

Interviews: The three interviewers were my consumer targets, and they all believed that it would be beneficial are actually enthusiastic about the program. They believe that it would overall help insurance rates and risks.

Need awareness: The need awareness is when an accident occurs, because knowing about insurance more may affect better judgment, or when a driver’s policy goes through renewal. Ultimately the goal is to have a safer driving environment and lower insurance rates.

Information search: When there is a policy rate increase, most people would call their agents or insurance companies and complain to them. Moreover, some people even cancel policies and shop around, only to have the same issue elsewhere eventually. Some people actually go on Google to find out why this occurs, but it’s rare that they believe it.

Findings & Conclusion: What I learned about the interviews is that most people although may not see the need right away for insurance education, they eventually believe that it would ultimately result in better driving habits and a better understanding of how their actions impacts their insurance rates. This need isn’t really a “need” until these people experience rate increases, which does not happen until later. All in all, all people have needs to have their insurance rates lower, because who loves paying more money, right?