15 - Figuring Out Buyer Behavior Pt. 2

I evaluated three more students this week. All of the students identified as frequent straw users.

Upon questioning them about alternatives, I learned a lot. While many see the need to reduce plastic straw use, many simply choose not to purchase any straw to reduce pollution. When I questioned them about plastic straws and reusable straws in comparison, I discovered that the higher price of the variety of reusable straws is often a deterrent to consumers, even though the straws can be reused. In a similar way, these consumers agreed that the physical appearance of a hundred pack of straws for a low price, compared to one reusable straw for a higher price, gives the perception that the plastic straws are a better value. All three agreed that paper or cardboard straws were less desirable as they tend to become soggy over time. Price and visual appearance seemed to be the most important attributes among the interviewees. While two of them agreed that quality was important to them, they had difficulty determining quality or comparing in-store with the products in packaging.

The group of students agreed that since straws are pretty standard day-to-day items, they usually purchase them from a grocery store. Most grocery stores don't sell reusable straws; usually they must be purchased and ordered online. Due to thinking of straws as a grocery item, this barrier causes many to lose interest in taking time to order something as simple as a straw. Because it is a fairly low-cost product, most preferred paying in cash, unless it was purchased with the rest of their groceries, in which credit was preferred.

The interviewees gave very interesting replies to how, or if at all, they evaluate their purchase afterwards. When purchasing plastic straws, that have a one-time use, most never thought about the purchase afterwards, but simply continued to use and throw away the product. However, when asked about reusable straws, their answers were different. Many were happier with the decision to purchase a reusable straw, rather than having little opinion post-purchasing plastic straws. The interviewees explained that whenever they use their reusable straw, they remember the action they are taking to help the planet, which in turn better satisfies their purchasing decision.

In conclusion, the main alternative in this segment is going to be either regular plastic straws, or not using one at all. Most people put little thought into purchasing straws, and end up just getting the most readily available ones. While consumers generally don't experience post-purchase dissonance from plastic straws, they do seem happier in their post-purchase evaluation of reusable straws.