Figuring Out Buyer Behavior No. 2

3. In this case, the benefits received do not cost actual dollars since it’s an item that has already been purchased. I’ve found that the factor that determines how a customer does their picking is based on the size of the discount they will receive from the health insurance company. If this benefit is big enough, the benefits of the discount outweigh the addiction they have to their vape. Also, they were more inclined when reminded that if they turned in their vape, they would not have to spend money on the pods anymore, eliminating one of their weekly expenses entirely. Style, quality and these other factors only come into play when they consider the repurposed product being sold back to them. For now, it appears more beneficial to breakdown the vapes and sell the individual parts as opposed to spending money to repurpose them. Also, all the potential repurposed vape items that I have thought of do not seem to be of any value. 

4. While I originally planned to have an in-person turn in point where people could show their ID, fill out forms and turn in their vapes. However, I believe this idea would be more accepted if it was available online. Customers could enter all their information securely on a website I set up, and then could either mail in their vape or visit one of their local turn-in sites. These turn-in sites could be tents at college campuses with a couple employees, or even unmanned collection bins, almost like a mailbox or repurposed vending machine. The easier I make it for the average vaper to turn in their vape, the more likely I am to have them consider kicking their habit. Questions about how the consumer is going to finance their decision is irrelevant because no cash is being exchanged, only information and a vape. B2B exchanges could come into play later down the line, as I could sell my database of previous vape users to companies who are interested in marketing to these individuals. This would more than likely be an easy transaction, as most businesses interested in looking at such statistics are not light in the wallet. 

5. In my situation, the “rightness” of the purchase, or rather, turn-in, is not of question. Vaping is a bad habit and is linked with disease and death. Getting rid of a vape in most cases is the most correct decision (unless you are a smoker trying alternatives to cigarettes, as mentioned before). People know what the morally correct decision is – quit vaping. However, their addiction and lack of motivation is what holds them back from making it. 

7. This segment is very similar in almost all categories. The problem with my idea is that it applies to such a large number of people and the consideration is simply to turn in their vape or not. There are no price factors, location problems, etc. It is an individual decision to either stop vaping and turn it in for a health insurance discount, or continue vaping. Unfortunately, this is both a curse and a blessing. In terms of post-purchase evaluation, even though there is no purchase occurring, the variable the customer can base their happiness on is the discount they receive. If they believe it to be a large enough discount that it is worth giving up their vape, they will be satisfied. If not, at least they’ve began the process of getting rid of an awful habit.