The Back Half of the Buying Process
FINDINGS
- When I was conducting my interviews, I found that students did care a substantial amount about the financial implications the implementation of newer technology in classrooms could have on their tuition statements.
- There were mainly two attitudes: should the implementation of advanced technology affect the costs of being a student at the University of Florida, the entire business opportunity should be modified or scrapped as most respondents did not see the value in the price change; should the implementation of newer technology not affect the individual tuition statements of students at the University of Florida, then the project should be adopted and immediately made available.
- Students who suggested modifying the business opportunity to lessen the effect of newer technology on tuition costs mentioned the dependency on the quality and style of the potential technology to be implemented.
- The technology introduced into classrooms could be of advanced quality and style, but also within a reasonable range that would not highly affect tuition costs.
- Students were more willing to use the technology if it were to be guaranteed accessible within their normal classroom settings.
- Respondents showed a certain sensitivity to determining whether implementing new technology is a good idea or not; some preferred the traditional learning style of today's classrooms and others were excited at the prospect of upgrading their classrooms.
CONCLUSION
Succinctly speaking, this segment had different mindsets when it came to financial, physical and even psychological factors that the implementation of new technology in classrooms could have on the average consumer. Respondents suggested alternatives when faced with the possibility of higher tuition costs; preferred for the technology to be readily available for usage in classrooms already; and had mixed feelings on whether the implementation would enhance their learning experiences.
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