October 18, 2009

Maslow’s Hierarchy of Needs

Posted in Consumer Behavior at 8:04 pm by Jennifer McDowell

hierarchy of need – This resource offers examples of each type of need in Maslow’s model of human motivation.

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October 14, 2009

Another look at consumer behavior

Posted in Consumer Behavior at 5:40 pm by Jennifer McDowell

Marketers are very interested in understanding media consumption trends of different target markets. Essentially this means marketers keep track of the television shows we watch, the web site we visit, the magazines we read, and so on. Why? Because they know that as we “consume” (watch, visit, read) media, we are being influenced by it.

“Men are more likely than women to say that the internet has replaced their need to read printed newspapers and magazines, and also are more likely to be willing to pay for a subscription to an online newspaper or for a service to watch online TV with limited ads, according to a US consumer trend study by TargetCast tcm.” Click through this excerpt from http://www.mediaplannerbuyer.com for analysis of adult males’ media consumption trends.

Do you wonder how marketers use this kind of information? Read this story about a new online newsstand concept at Target, and the next time you shop at Target, look for the display. Do you see mostly men there?

October 13, 2009

Consumer Behavior terms – all

Posted in Consumer Behavior at 11:56 pm by Jennifer McDowell

course-vocab-consumer-behavior all

This attachment contains our working definitions for all of the Consumer Behavior terms for this course.

Target “Stalk Walk” observations

Posted in Consumer Behavior at 7:47 pm by Jennifer McDowell

Our assignment was to observe Target shoppers without lurking or stalking! Below are your observation notes:

  • doesn’t matter what “it” was that was on sale, people are drawn to a red sale tag, and will more than likely buy: whether or not they need the product
  • “profiling” – however was not shocked one bit to find people based on culture, age, clothes, etc in comparison to what their shopping likes and curiosities were. For example, electronics department: young male wearing baggy clothes with baseball cap, wearing “hip” logos – searching for pop/radio music; two 30-something Indian men searching for laptop cases and accessories; father with elementary-aged child looking to buy usb storage
  • grocery department: college students, shopping in trio, most likely roommates – consciously deciding on product based on: price, comparing quantity for price
  • also observed that women who were shopping with other women, lingered more – possibly resulting in more purchases as well
  • observed some people who looked like they knew right away what they were in there for.two couple’s shopping cart was full of junk. (compulsive buyers)the $1 spot brings a lot of attention to shoppers
  • some people looked like they were just browsing to kill time
  • a girl look looking in the perfume section kept taking an item and putting it back on the shelf
  • most of the shoppers avoid eye contact
  • Brand Loyalty: Observed a few costumers who didn’t sit and compare/contrast with products, but rather, walked up and grabbed the product without thinking twice.
  • Saw a young female with a basket of mostly store-brand or just reasonably priced products, but then a product that wouldn’t be considered reasonably priced. To us this showed not only that she may be a student (only being able to buy cheap items), but also an example of brand loyalty (she’ll pay the higher price for the brand she likes).
  • Compulsive Purchasing: Witnessed a young woman who, though she clearly had a list to follow of what to purchase, quickly stopped to check out an article of clothing that was on sale.
  • Witnessed a black male probably in his late 30s selecting several frozen meals (reasonably priced) and many of the same brand. From this we made the assumption that he’s probably a middle-classed bachelor.
  • Women will pass by the new items, that are more expensive, and look through the Clearance racks for excessive amounts of time. I observed several female shoppers scouring the racks for over 3 passes by the clearance section.  Some of the behaviors included holding the garment up to see if it was long enough, looking at the price tag multiple times, pulling at the fabric near the seam to see if it would split, and finally asking someone else’s opinion if they thought it was worth the money they were going to spend. Most of the time, the item would end up in the woman’s cart.
  • Observing men in the same situation, they appear to be much less picky or cost conscious.  The men I observed would pull slacks from one of the racks, hold them up to see if they might possibly fit, and if they looked like they did, they were unceremoniously tossed into the cart.While observing both genders while they were checking out with their purchases, all of the women that I observed had at least one article of clothing in with their purchases.  The men varied and not all had clothing.
  • Young women making a social event of shopping.
  • Men shoping stategically.
  • Old couples enjoying just shopping.
  • Some people looking just “lost”.
  • Some hunters and gatherers
  • Couples employing “divide and conquer”.
  • Groups of more then three, will flock to a new “find”. What I call “discovery shopping”.
  • People studying the packages.
  • People comparing different brands in both hands.
  • People leaving merchandise behind after selecting it (removing it from their cart).
  • Holloween Candy Section: Young Caucasian adult female picking up bags of candy and weighing the price versus how much candy was in the bag.
  • Menswear: Keith from class picked out a sweater that would look good on me without any prompt from me. While I agreed with his assessment, I found it a bit weird, as we were two guys walking alone. Keith is definitely married. He said his wife taught him how to shop. He used his PERCEPTION.
  • Foods: Young Caucasian adult male carrying Pilsbury cake mix, and Pilsbury frosting (Brand Loyalty).
  • I observed a lot of customers from work, which means people  in Target had a specific need, whether to pick up something right before they go home.   I did not observe a lot of customers strolling.  I people walking more of a faster pace, because they seemed focused to get what they had in mind.  I observed a woman with kids, and she was also focused on what she was there to get.
  • While I walking at target today i noticed that certain people buy the target brand, may be because that they was to spend less or it could be because they like it. We can figure out what is the reason by who the person is.
  • I see a Caucasian couple that only bought brand names that were big names. They bought a number of kids toys that from only Fisher Price. Otherwise, everyone else noticed the groups of college kids aimlessly wandering around.
  • One, a comment that a woman said while looking into the frozen food section, stating ” Why did they get rid of everything i like” and the gentleman that was with him replied that they should get a specific kind that he liked because he had a good experience with it.He said that it was, “warm and crispy on the outside”. 
  • Another example was  a woman that had a Tylenol brand of cold medicine but she looked as though she was observing the other brands looking at prices. 
  • A third example I noticed was two young girls deciding what type of tobassco sauce they should use, one girl replied that she didn’t care and the other girls response was that she should care. 
  • People choosing brand over price, not even looking at the price of other options= brand loyalty