Consumer Behavior Final Project Essay

draw a bead on Corporation is a retail computer stor come along based step to the fore of America, its periodquarters ar in Minneapolis, Minnesota. masterminds goal began with creating an upscale alternate to Wal Mart, while remaining a usher out stock. They energise since become the fourth largest retail merchant and second largest can retailer in the United States, Wal Mart being the first. backsides first retail interject was opened in 1962, in Minnesota. The conjunction has continually grown to its present solar daylight size, operating 1,916 stores in the US. In 2013 object began operating in Canada, and has since opened 127 stores throughout. seat offers clean, spacious and guest-friendly stores. Their motto is Expect More, endure Less, indicating you entrust find good quality, at low prices. They fox a innovation of their own in store rats. range has made cheap-chic accessible to every unity, in the sour of furniture, fashion and household spots, o ffering author growths at affordable prices. cross reaches younger clients with full(prenominal) incomes than its competitors. target ara aims for high-end corrupters, in vary because the middle class is shrinking. In prevalent they reach moderate to better income families with prompt lifestyles and a multitude of hobbies. A hindquarters customers median era is 40, and median household income is $64,000. Eighty pct of level customers atomic number 18 female and 33 percentage throw away children at home. 50% of consumers are employed in professional person or managerial positions. Around fifty-s steady percent of quarry customers demand end college. Generally betokens consumers are interested in buying higher end, quality harvestings.Their indigenous market is females ages 35-45, thusly this demographic should be the focus of their selling efforts. Secondary customers could be the spouses of these females who use the point of intersections their wives st orage for neverthe little are non the base customers making the get decisions. Tertiary consumers could be children in families, exploitation the point of intersection that not yet making denounce off get decisions. These children may become primary consumers later in life, if they associate the firebrand with positive obtains. signal offers a customer loyalty program which helps generateand defend customers. This program helps identify customer purchasing trends which enables marketers to create effective, targeted promotions, decreasing denote costs.The identify behind crosss success is their positioning as a high-end brand despite their low prices, which attracts a free radical of consumers who normally would not setk dissolve retailers. head provides knowledgable, friendly staff that is adroit to answer questions and assist customers. A study by Time Trades showed that 85 percent of consumers obtain much when helped by a knowledgeable sales person. s core successfully associates its brand with a younger, edgier, hipper and more than than fun depiction that its force out retail competitors. Most consumers that shop at Target dont look at it as a discount store, plainly as a superstore where you can buy everything you need cheerfully in one place.Target spends 2.3 percent of their revenue on advertising, in comparison Wal-Mart only spends 0.3 percent. Target has been smart with their marketing efforts, especially by partnering with some(prenominal) high-end design oriented suppliers all over the forms. Target uses bright and eye-catching advertisements with original presentations. Target puts a lot of reverse into their displays and netherstands the power of them, capturing more sales as a result. An example of this is the bins Target strategically places near the front entrance with items under five dollars. This catches consumers attention when they first cipher the store and right before they head to the checkout. Most consumers identify with Targets symbol, a bulls-eye and their store color, red without even seeing or hearing the Target name. Target continues to improve their mobile app, which is an in-store shop tool for consumers. The app includes a section for hebdomadally ads that uses location to show consumers a hebdomadal ad for a nearby store. thither is a section in the app that allows consumers to cultivate a personalized shopping list. Targets guest wi fi network which lets consumers see special services and deals for each store also allows Target to monitor where in the store consumers are and what products they are aspect for. They welcome created an online magazine called A Bulls-eye deal. Its finding is to tell stories behind Targets partnerships, products, events and other things going on with thecompany.It does not pitch products but instead waistcloth true to an old-journalism outlook, show dont tell. For example, an article may be pen about how to decorate your ho me using a Target product line, but will not promote a specific product. A Bulls-eye View attracts 100,000 ludicrous visitors each month. The Target spokesperson, Hausman says Targets marketing efforts are heading towards twist stronger relationships with consumers through social media. This is what A Bulls-eye View is designed to do, build relationships with consumers that will at last lead to sales. Target has a advancement operations team to ensure products have an invokeing structure that holds the product with eye-catching graphics.Targets advertising and in-store promotions assay to convey the message that they are clean, angelic and offer in style products. They send the message that products are priced well and convenient to buy. Target uses assortment, placing complementary items, commonly purchased in concert near each other. Through intelligent, consonant marketing Target has turned its bulls-eye logo into a lifestyle symbol recognized by ninety-six percent of Ame rican consumers.Strivers represent active consumers and are the primary VALS type that shop at Target. obtain allows these plurality to demonstrate to peers their world power to buy, and is a social activity. Strivers can be compulsive buyers, depending on their financial circumstances. Strivers dispose to interchangeable stylish, trendy products, and love fun, which are qualities Target represents and personality traits they aim to evoke to. I think Targets secondary market is Experiencers, who are slackly young and eager consumers. They like self-expression and excitement, and are attracted to new offbeat brands. Target tries to appeal to young, hip, fun consumers. Experiencers tend to spend a lot of their income on entertainment, socializing and fashion, and try to accumulate trendy possessions.Even though these consumers are young and most promising do not yet have large entertainment and clothing budgets, they are attracted to Target because it is a discount store. Tho se that act on terminal judges of social cognizance may be attracted to Target, Target markets its company as providing high-end products for a high-end lifestyle. Those that value an exciting life may be attracted to Targets brand since its image is excitingand fun. Other-directed consumers may be more likely to shop at Target they observe their peers to decide what is acceptable. Many of Targets advertisements demonstrate social toleration portraying groups.Target shoppers use routinized reply behavior for most of the items they would purchase. Most Target guests are shopping for every day household items, which are items they have experience purchasing. They do not need more teaching or time fatigued researching the product. Those that use routinized response behavior have experience purchasing the product, and a irradiate idea of their expectations. The more a product becomes routine to buy for a consumer, the less reactive they will be to advertising efforts and discoun ts for similar products of different brands. Consumers at Target may use limited puzzle lick, occurring when shoppers are thinking about purchasing new versions of previously purchased products that may have additional features. Another instance when limited difficulty closure would be employ is when a consumer is undecided about which brand or version of a product to purchase.Consumers may need more information to understand the differences between product brands. check problem solving is often use with occasional purchases like clothing, movies, and cosmetics. Since Target has such a wide variety of items for sale, in that respect are many different decision-making touch ones used. great problem solving is probably the least(prenominal) common decision-making process used by Target shoppers. Extensive problem solving is used when purchasing a product in a new kin that is not well known or when purchasing a high-risk item that is more expensive or presents a psychologi cal risk. With coarse problem solving there is no consumer preference for a certain brand or product.The purchase process in long and a lot of time is spent on research. There are few products interchange at Target that require extensive problem solving, perhaps electronics like computers, televisions and delineation game consoles. The same product may not produce the same decision-making process in every consumer. A Target shopper that is accustomed to a certain product will have routinized response behavior, whereas a consumer who is new to a product will probably use limited problem solving for the same purchase.Survey1. How many times in the past year have you shopped in a discount retail store?2. How many people stretch out in your household, and how many of these individuals are children (under 18)?3. What is your yearly household income?4. What industry do you work in?5. Do you bring about most of your purchases in a sensual retail store or online?6. What is your age ran ge?7. What city do you live in?8. What is your level of education?9. What are your hobbies and interests?10. If you could create a retail store personalized to your wants and needs what would it be like?Consumers enjoy shopping at Target because it is a one-stop shopping experience with a large selection. It offers a fun, comfortable and preventative shopping environment with low-prices on high quality, well-designed items. Target is process-oriented, focused on acquiring their work done with integrity towards employees and customers. They have a deep concern for their employees, providing a exquisite, positive work environment and fair wages. Target is dedicated to meeting their guests needs and always catering to the guest experience, which contributes greatly to their success and the positive consumer attitude towards their brand. works Cited1. History Targets Shopping Experience Over Time Target Corporate. Target. N.p., n.d. Web. 23 Sept. 2014. . 2. Target Stores. (2014, Aug ust 3). Retrieved folk 26, 2014. . 3. Abramovich, Gisele. Targets Show go int Sell Content strategy Digiday. Digiday. N.p., 16 Apr. 2013. Web. 25 Sept. 2014. . 4. Target Careers advert & Marketing Jobs Target Corporate. Target . N.p., n.d. Web. 26 Sept. 2014.. 5. Barwise, Patrick, and Sean Meehan. Bullseye Targets Cheap impertinent Strategy HBS Working Knowledge. Harvard Business discipline Working Knowledge. N.p., 16 Aug. 2004. Web. 25 Sept. 2014. . 6. Schiffman, Leon G., and Leslie lazar Kanuk. Consumer Behavior. Pearson, 2010. 7. Johnson, Lauren. Target Tightens Focus on nimble as In-store Shopping Tool. Mobile concern Daily RSS. N.p., 30 Aug. 2013. Web. 10 Oct. 2014. .