15A Figuring Out Buyer Behavior

Findings  

          Alternative choices would not be based on money since I am running a non-profit organization to help the homeless.  Rather, the "alternatives" might be different services I would offer the people taking advantage of my organization, how to go about providing those services, and who to solicit for money (since a portion of our capital will come from donations).  The people that I interviewed all agreed that an important part of patronizing a nonprofit would be transparency, and making sure that their money is going to an honest place. 

          The people donating to the organization would most likely be donating with checks, but there would be a way to donate on our website as well.  One incentive to donating to Homeward Bound Florida, besides being altruistic of course, would be a tax-deductible donation.  This would save people money while also having the opportunity to be charitable.

          People contributing to Homeward Bound Florida would feel more confident in their post-purchase decision if they had confirmation that their money was being maximized to help other people.  Most of my interviewees said that being on an email list would benefit them, because they would get updates about the charity that they're supporting. Therefore, we would send brochures to our donors and have an email list, where people could see exactly where their money is going.  One interviewee said that having a "bad" purchase means hearing negative things about a company once you've already supported them.

Conclusion

The segment of buyers I would be focusing on would be charitable people looking to make a difference in Alachua county.  Their needs would vary on what services we are providing, and how we would allocate their money.  People contributing to the organization would be most happy with their post-purchase decision if they felt confident that my organization had integrity and continued to update and stay in contact with their donors.