12A- Buyer Behavior Part 1

What's up blog, 

For this portion of my journey to provide parking for UF commuter students, I interviewed three potential customers based on their needs regarding transportation to campus. 

The first person I interviewed regarding a parking solution is Amanda. She used to live in Broward Hall with me during our freshman year. She now lives further away from campus on Southwest 34^thstreet. I started the interview by asking about her routine commuting to campus. She explained that she uses the UF park and ride system, but the need for a better parking solution arises when she has different meetings across campus and at variable times. In general, Amanda’s schedule allows her to use the parking system at UF in order to commute to class. However, she is involved with student government, and also a sorority, which is located on Sorority Row. When she has to be on campus very early, or stay late, which is several times per week, the park and ride system is efficient for her. To solve her problems, she splits up her parking on different days at either a friends house close to campus, or parking illegally on the street, hoping she doesn’t get a ticket. I asked her if she has tried to find other parking via the internet, and she claims that when she googles parking in Midtown (her ideal solution) there is no viable options. Essentially, her need occurs when she cannot find free/affordable parking close to campus. She would rather have a semester long pass that could compete with UF rates.

The next person I interviewed also has a need that occurs at specific times. His name is Jack and is a undergrad student who lives north of 8^thavenue on 13^thstreet. He usually is able to take the bus to class as there is a stop right by his apartment. However, his unrealized need for parking became apparent when he got a job in midtown as a bouncer. His shift starts pretty early, around 5pm, not allowing him to go home in between class and work. He explained that the bus doesn’t run after 9pm, making getting home after work a challenge. The bar he works at doesn’t provide parking for its employees, as the vast majority drive scooters or park on the street after hours. He has tried asking co workers and friends what to do about parking, but none of them have the time constraint that Jack does. He needs a solution that will allow him to park all day and night, for a fee that is monthly or longer, as he doesn’t want to pay for hourly parking all day. 

The final person I interviewed was a student club athlete friend. Her name is Jordan and she is on the club swimming team, with practices at the O’Connell center morning and night. While she doesn’t live extremely far from campus in the sorority row area, her classes and swim practice are on the west side of campus, making the commute a challenge. In addition, she has class at different times throughout the week. She explained that her need arose from her fluid schedule, as finding an efficient parking option didn’t exist. She wants to be able to park in proximity to class and swim practice at anytime of the day, as her schedule changes weekly. 

Overall, I have realized how specific each UF student parking needs are. The common theme is that each student at this University has an individual schedule with different times of commuting to campus. The traditional 9-5 commute doesn’t work for many students, and when they are unable to participate in campus or work activities after hours, the current park and ride system just doesn’t work. While some students are able to find a solution in the grey area between parking at friends houses in midtown, or parking illegally, many students are discouraged from participating in the activities this university has to offer after hours, simply because the parking solution doesn’t work with their schedule. This segment is aware of its needs, but there is a lack of solutions and information regarding the issue.