15A-Figuring Out Buyer Behavior No. 2

The alternatives to a wireless charging station are wired chargers and charging docks. When I interviewed three people I was curious about these alternatives and needed to understand how they do their picking among the different products. Price is important because electronics aren't cheap. However, the quality matters the most of all, because they are fine with spending a pretty penny for the product as long as it is of good quality that will last a long time. Their current situations generally cause them to go through a couple of chargers every month. In addition all three have had to purchase new phones in the past year because the charging port stopped working. These costs add up and they can be avoided if the product was of better quality. 

Understanding the how and where that these customers purchase these items is important to know. All three of the people I interviewed do their shopping primarily online. Two of them in fact said they use Amazon for almost everything, especially electronics. They will use a debit card or a credit card to make the purchase. They are all the heads of the household and do the majority of the shopping, usually the only one involved in the purchase decision. 

For the purchase to be right and them not to regret it they shouldn't have to buy another one or switch to an alternative anytime in the next year. This tends to be how they judge whether a purchase was a good idea. 

The common thought still seems to be that initial cost isn't the most important thing. They would rather pay for a quality item even if it is more expensive if it will last a long time. In fact, in order to avoid a bad post-purchase evaluation the product needs to be one they don't have to purchase again in the next year. Paying $15 for a charger just for it to break in a month and spend another $15 is not ideal. Plus, the charger breaking the phone withing a year or two then spending $1,000.