15A – Figuring Out Buyer Behavior No. 2

1. Male 20
1. The interviewee picks based on the atmosphere of the shop, as well as proximity. However, they're most likely to still just pirate comics online to read them. If they are in a shop, they are usually there for a specific reason, like a special issue or other merchandise. They think good purchases are ones that they had pre-planned for, and they are satisfied with purchases that they could get a comparable price online for.
2. Male 25
1. The interviewee picks based on the closest shop to them, whether they are in Gainesville or in their hometown. This person regularly reads comics, and buys in person. They only pirate comics online when they can't get a specific comic in person or from an online store legitimately. They go to their local shop every Wednesday to pick up their regular issues, because they have subscription deals with their favored shops. They also get commemorative issues and figurines. They are satisfied with most things they buy at their favored shops because of the repertoire they have built up with the employees.
3. Female, 22
1. The interviewee picks based on the closest shop to them. This person regularly reads comics. They mix their purchases with online reading on their tablet. They have a subscription to an online service, so they don't often go into shops. Sometimes they go in just to see if there are interesting things to buy. They are satisfied with the (not frequent) purchases they make in shops based on whether they can find it online for an equal price, and whether the thing they found is rare.
4. Summarize
1. I think I need to intensely target people who lack a space close by, and who want the experience of going in. It seems like piraters and legitimate e-readers are a lost market. I could possibly attract them to come into the shop and buy other things, but it does not seem like they would be regular purchasers. I can further segment my segment by diving comic readers into legitimate, paperback comic readers with no location nearby.