15A Figuring Out Buyer Behavior No. 2

Interview 1:
The first person I interviewed said the most important factor in the decision is style. They want a shoe that they like but that also comes in their size. This customer will almost always buy their shoes online as most stores don't carry the right size. For post-purchase evaluation this person says the most important factors are comfort and style. Since they buy most of their shoes online it's hard to know which shoes run small or large so you don't always get the best fit. Style because they can't try the shoe on in store so it might not look as good as it did in the picture.

Interview 2:
The second person had very similar factors for alternative evaluation with the inclusion of price because of their budget. Again, they always buy online because the only stores that carry their size are big and tall stores and they don't have the best selection. This person also had the same factors for post-purchase evaluation, but said that he doesn't really worry about them because he usually just buys the same shoes every time.

Interview 3:
My third interview is pretty much identical to the first two. They make their decision based on price and style. They buy online because the stores don't carry their size. Then once they receive the shoes they evaluate them based on comfort and how they actually look on their foot and that the profile of the shoe actually fits their personal style.

Conclusion:
It very much seems like this segment just does what works, which is why they all have similar alternative evaluation, purchase decisions, and post-purchase evaluations. I think a service like the one I've described could really open their eyes to a larger selection of shoes. From the answers here i think I would need to have a kind of try before you buy because trying on a shoe is how you evaluate for comfort which was a big factor for these three.