15A

1. The segment I have targeted for my Arcade Bar concept is based off of demographics. I am targeting college aged kids, who most likely come from affluent families. I was able to find three of these types of people in a bar in mid-town Gainesville. These are the results I found.

2. In terms of college kids choosing bars, all three of them agreed the thing that matters most to them is price. They do not want to go to a bar with $7 beers, $10 liquor shots, etc. Instead, they will substitute cheaper items for higher quality. This allows them the opportunity to purchase more items throughout the night as well. The same thing goes for a cover fee as well. They would rather go to a less popular bar if it means they do not have to pay just to walk in the door. In terms of the style mattering for picking which bar to go to, the only consistent answer I received is that they prefer not to go to the bars that are filthy. The actual style or setup of the bar does not matter as much to them. Price is definitely the most important factor with my segment that I have chosen.

3. In terms of where my segment is most likely to purchase, this one is obvious. This age group is not likely to be purchasing alcohol online, and they surely cannot attend any online bars, unless for some reason you are still on Club Penguin? One of my interviewees said you only carries cash to a bar, to make sure he puts a limit on how much he could spend. The other two said they have no preferences as to whether they will use cash or a card inside the bar. Thus, this is not really an example of a B2B purchase, it is more of an impulse buy. The consumer is solely up to his/her own purchasing decisions in this case as well.

4. The post-purchase decisions of going to a bar are usually all over the place. One of the people I interviewed said she usually regrets making all of the purchases from the night before, especially if she had too much to drink. Another of them said that he looks back on his purchases, and judges their merit on how enjoyable his night was. If he had a good night, he said the purchases were worth it, and vice versa. The third person said he viewed his purchases as sunk costs. He gained use from the purchases for a set time, and then they no longer served him any purpose.

5. From my findings, it is easy to assess that my segment is mostly worried about pricing when influencing what bar they wish to go to. On top of that, this good is a type of service where you will only purchase it in person, you have no need for an online version. All three of these people gave me similar answers in terms of the basic things they search for in a bar: cheap prices, not grimy, decent music, and bars that have some things to do inside of them (games, pool, darts, etc.).

6. After conducting these interviews, I would describe this segment in terms of alternative evaluation as follows: If they can find a decent, cheaper bar to go to, they will definitely go there. In terms of purchase decisions: most people will purchase the best deals that the bar has to offer, most do not go for the more expensive, or "luxury items". Post-purchase evaluations are the most variable element of this segment. Each person I interviewed placed a different value system on their nights out at bars.