Figuring Out Buyer Behavior, Part 2

Alternative Evaluation

Potential Customer #1 (Close Friend)

Q: When purchasing a firearm, what matters the most to you?

A: What matters to me the most is usability - being able to use this firearm for years to come with little to no trouble. If the price is low, I will most definitely purchase it.

Q: If the quality is not as you would like, will you still purchase it at the lower price?

A: I know that gun manufacturers have to produce firearms at a fast rate, which means lower quality, and I'm fine with that, as it impacts my wallet less.

Q: Knowing that the quality is less but the price suits you, will you be happy with the purchase?

A: Most definitely, I am happy when I'm getting a good deal on anything!

Q: Would you buy this online or in a store?

A: Hearing stories from other people and reading reviews of online storefronts, I'd rather go to a store, purchase a firearm, have a background check conducted, and then come back three days later on my own time. Online transactions rarely go smoothly, especially when dealing with FFL transfers.

Q: What makes you think purchasing a firearm is a good or bad idea?

A: I would purchase a firearm for my family's safety. I know that America is not what it used to be and its important to stay ready. For me, that means arming myself in case of a further decline in society.

Potential Customer #2 (Older Friend)

Q: When purchasing a firearm, what matters the most to you?

A: I have heard a lot about the AR-15 rifles, have shot one, and now would like to purchase one. I don't know enough about them to detail what I need the most, but I want a quality gun that is reliable.

Q: If the quality is not as you would like, will you still purchase it at the lower price?

A: I probably would search harder for a better quality gun, because I value reliability like I said. The lower price could mean a number of things, many of them potentially bad. I watched a video on youtube of an AR-15 melting from excessive barrel heat.

Q: Knowing that the quality is less but the price suits you, will you be happy with the purchase?

A: I would be moderately happy, but experiencing a gnawing feeling of knowing that a little more money could have gotten me more peace of mind in what I receive.

Q: Would you buy this online or in a store?

A: I would buy this in a store because that's how my generation is. We don't trust the Internet, especially for firearm purchases. I would pay in cash at a gun store.

Q: What makes you think purchasing a firearm is a good or bad idea?

A: I come from a generation who believes that owning a gun is a good thing. As a result, I fully support my desire to get a gun for my house/car.

Potential Customer #3 (Firearm Enthusiast)

Q: When purchasing a firearm, what matters the most to you?

A: Quality and knowing what mil-spec parts are in the firearm. I have seen so many guns that malfunction simply because people are willing to spend less on a piece of junk that looks moderately good. I would spend 2x as much just to know that I own a quality firearm.

Q: If the quality is not as you would like, will you still purchase it at the lower price?

A: Definitely not. I have been purchasing and selling firearms for years now, and I can tell you that I have never owned a gun that has not been renowned for its quality or reliability in the field.

Q: Knowing that the quality is less but the price suits you, will you be happy with the purchase?

A: I know too much about guns to purchase a hunk of junk for a cheap price and be happy with it. At the most, I would buy it to test its limits and then resell it. There is no way that I would keep it for a long period of time.

Q: Would you buy this online or in a store?

A: I would probably buy it online because I have a lot of experience dealing with auctions and know how/where to get the best possible national price. Storefronts are great ways to do it too if you're looking for a used firearm, but I prefer an online transaction.

Q: What makes you think purchasing a firearm is a good or bad idea?

A: I am a war veteran and have been around firearms my whole life. I have friends who have had their lives saved by simply having a gun in their possession. I think it is a great idea to have a firearm that you own and keep for personal safety.

Conclusion

In closing, the three people I interviewed were all potential buyers, but the last person I interviewed would not buy the product in a brick and mortar store because he knows that he can get a quality firearm for a great price online. However, the first two people I interviewed seemed very interested and also inclined to buy their gun in a store. This research has shown that the more knowledge you have about the business of firearms, the less likely you are to purchase it in a store, most likely for a hiked-up price. As a result, my target demographic are people who have moderate knowledge of firearms.