Figuring Out Buyer Behavior No. 1

The segment that I chose for this activity are people who have traveled to various countries in different parts of the world. The individuals I interviewed are all people who studied on Semester at Sea, a program that allows individuals to study full-time while gaining experience in 11 different countries. I interviewed a current college student who just went on Semester at Sea, a working individual who was a student on the Spring 2016 voyage, and a professor who taught lectures on the ship. The need for them to reconnect with a certain culture or explore new ones becomes most salient when they have not traveled in awhile, had something trigger a memory for them of a culture such as a place or object, or want to show friends and family a part of what they had experienced. The first thing that people I interviewed do when they realize they have this need is to search on Maps or Google for restaurants, stores, or museums near them that are rooted in that particular culture(s). Sometime they may look up recipes or ask friends and family for recommendations. Based on the information I gathered while interviewing, the main focus is to address the information search for the need by targeting travelers and community leaders and making the restaurant known through Google, Yelp, newspapers, travel networking, etc.