12A – Figuring Out Buyer Behavior No. 1

For this segment I chose three students who attend the University of Florida and have vehicles without parking spots at their residential home. One Senior, one freshman and one junior. I asked these students how they felt about parking around campus and they all on the same page that there is an issue that needs to be resolved. There is a shortge of parking all around campus and it is difficult to find spots.

First interview

I spoke to a senior at the University of Florida who lives behind mid who has a car and uses a parking garage downtown to store his car for the year. He said that the parking was too expensive at his apartment complex and he couldn't afford it. After searching for other options he was pleasantly surprised that there was a semi cheap parking garage downtown. This was his best option however he said that it is a inconvenience to have his car so far. It's a long walk to get it and he usually will call a uber to get it which is another expense. He believes that parking on campus is a really big issue and stated that there really isn't a convenient place to park your car its either really expensive or far.

Second interview

I spoke to a freshman at the University of Florida who lives in a dorm, has a car and uses street parking. After speaking to her I found out that she brought her car down here thinking that she would use it and it turns out she rarely does. She keeps her car in the street and alternates where it is parked so she doesn't get a ticket. She thinks that parking around campus is horrendous and after her first experience looking for parking before class she never did it again because it took her 45 minutes. She said that there seriously needs to be some sort of change in the parking system and there needs to be more spots available. This student actually mentioned to me before I brought it up that there needs to be a  cheap parking garage on campus that students can park their car without worrying.  

Third interview

I spoke to a sophomore at the University of Florida who lives in a apartment and has a spot. This student brought up how difficult parking was for her last year so she needed to make sure that she got a spot at her residence this year. She said that even though it is really expensive to keep my car here it's not worth the stress to spend 40 minutes a day to look for parking. She is very annoyed about the whole parking system and wants a change in it as well. She feels that there needs to be compensation such as a discount for students and parking. She doesn't think it's fair that people have to pay such high amounts to keep their car at school and probably won't bring it back next year.

I would succinctly describe this segment in terms of need awareness as very high. Everyone I spoke to seemed to say the same thing that there is a shortage in parking and there is not enough spots around campus. Students want this problem to be solved because it's a major inconvenience for them and it is costing them a lot of money.