Buyer Behavior No. 2

Need: UF has the opportunity to champion a student artist as a public figure from the university

Alternative Evaluation: Customers can find more information through playlists like on Spotify or Soundcloud. They can also be referred to the UF artists through friends that might have had class with them or individuals who have heard the music before. I think in these situations it really depends on the individual. The people I get often hear about new music word of mouth thought so finding out through a friend is usually the most common way people hear the new tunes. I think quality and style are the most important factors when customers seek to satisfy this need. The music must be good first and foremost and then it must be a style they like in order for them to have need fulfillment.

How they buy: All three interviewees used different streaming platforms to listen to their music. instead of buying an album in the traditional fashion, these individuals payed for a subscription to a music streaming platform that allows access to millions of different artists that they can listen to whenever. Another avenue where these individuals buy their music is through live performance. Live shows are the second most common thing heard from my interviews. People will pay to see their favorite performer live. The first person I interviewed said they don't buy their favorite artists music, they just stream it and buy tickets to see them perform live.

Post Purchase Evaluation: The biggest thing that keeps the individuals I interviewed satisfied with their purchase is that they continue to enjoy the music and the artist as a brand.

Summary: The interviewees were all very similar in this segment. They all tended to stream their music on platforms such as Apple Music, or Spotify and all but one tries to see their favorite artist in concert. Live performance is huge to these individuals and having access to their favorite artists is as well.

Conclusion: This segment is driven by the need to reach their favorite artists easily and anywhere. They love live performance and this is they way they usually spend their money in terms of supporting an artist.