The set of alternatives that my potential customers picked from:
Price
Ease-of-use
Overall Value
Here is the summary of the interviews:
All interviewees highlighted price and overall value as the most important aspect. The interviewees all had a cable/satellite subscription and they paid a lot of money for the service.
One of the interviewees was an older man, and he also expressed that the new system should be easy to use or at least comparable to his satellite television.
Regarding the places they buy, 2 of the 3 interviewees strictly preferred online to in-store. The interviewees all said that they would pay for the product with card but not finance the purchase - this is also because I told them that the packages will most likely range from $50 to $100 (after reevaluating, I now believe that $50 to $150 is more reasonable).
Across the board, the interviewees expressed that the main factor that will determine if this purchase was worth it is if the monthly bills come back lower - and noticeably lower: enough to justify the initial price of $50 - $100. Also, they stated that they would be disappointed if they did not have access to the shows that they had before.
Conclusion:
From these interviews, I can conclude that price and value are of the utmost importance to potential customers. With this in mind, I now know that the most effective way to market my product is not by how luxurious it is, but rather by the amount of money it will save customers in the long-run. I also realized that I should find a way to keep costs even lower because the target market is made up of middle-class cable/satellite households in Volusia/Flagler County.
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