15A

1-6) I again found myself interviewing three of my neighbors, different than last time. And I have gathered varied information on the alternatives the customers take into account. All three found that the quality of the repair job was much more important than the price, even though price was the second factor. This is probably because a good repair probably means seldom future repairs. And the third factor was overall service, how the repair people handled themselves with the customer. I also learned that these transactions are usually paid online through checks or transfers or even credit at times. So my business will have to offer extremely secure payment features so the customers can feel safe paying online for the service. And post-purchase behavior is key to keep my customer using my service because one slip and they could fall back to their previous system. The repair service men have to perform a spectacular job, treat the customer with respect and kindness all at a good price to keep the customer happy and reeled into the business. These three post-purchase evaluation factors will allow me to retain existing customers. If all three are met it will mean the customer will think they will have completed a good idea. However, if the service is unsatisfactory, the repair company is rude and at a higher than normal price the customer will think the purchase was a bad idea.

7) I would describe this segment as the one with the most alternative evaluation since they have the open field.  They will be easy in purchase decision since they will wish to get the service done and will be key in post-purchase evaluation since it will be the reason why they stay or go.