15A – Figuring Out Buyer Behavior No. 2

When it comes to furniture shopping, I found a common theme between the people I interviewed; they either found what they were looking for on Google, or already knew where to look for furniture.
Those who were looking for places on Google generally used the first or second results, never further. This is because the first result was usually Amazon where they’d get their furniture delivered. The second result was usually the nearest, most convenient store location to them. Thus, if I want to branch out using Google’s authority, I would have to pay quite a bit to get high priority in results. To the people who search for their results using Google, convenience is what matters most. When it comes to people who look for physical stores, they usually go straight to the first place they know they’ll find what they need. For instance, for cheap furniture it’s IKEA, for rentals it’s Rent-a-Center, etc. In this instance I’d have to become a household name for a wide variety of furniture types in order to outsell my competitors. To these people, price and usage matter most. Usually, people don’t think twice about furniture, they just use it or deal with it. The only time people really think back, is when they’re disappointed, mainly with the comfortability of the piece. The only other thing that would make them think their purchase was a bad idea would be if the piece does not match what their current room looks like. In short, if I were to truly appeal to and capture a vast array of customers, I’d need to become easily findable on search engines as well as become a known name through word of mouth.