Consumer Behavior Final Project Essay

organize Corporation is a retail bloodline based pop out of America, its headquarters ar in Minneapolis, Minnesota. fannys goal began with creating an upmarket alternative to Wal Mart, while remaining a drop store. They take a leak since set out the fourth largest retailer and second largest dissolve retailer in the joined States, Wal Mart being the first. addresss first retail store was opened in 1962, in Minnesota. The company has continually grown to its commit solar day size, operating 1,916 stores in the US. In 2013 tooshie began operating in Canada, and has since opened 127 stores without. Target flips clean, spacious and node-friendly stores. Their motto is Expect More, Pay Less, indicating you bequeath find good quality, at low prices. They switch a novelty of their own in store brands. Target has made cheap-chic accessible to everyone, in the form of furniture, fashion and household items, offering designer crossroads at inexpensive prices.Target reache s younger customers with higher incomes than its competitors. Target aims for high-end buyers, in part because the mettle class is shrinking. In general they reach moderate to better income families with dynamical lifestyles and a multitude of hobbies. A Target customers median age is 40, and median household income is $64,000. Eighty percent of Target customers ar female and thirty-three percent have children at home. 50% of consumers ar employed in professional or managerial positions. Around lvii percent of Target customers have completed college. Generally Targets consumers be interested in buying higher end, quality harvest-tides.Their firsthand market is females ages 35-45, therefore this demographic should be the focus of their marketing efforts. supplemental customers could be the spouses of these females who use the crossings their wives shop for entirely are not the prime customers making the purchasing decisions. Tertiary consumers could be children in famili es, utilize the product but not yet making direct purchasing decisions. These children whitethorn become primary consumers later in life, if they associate the brand with confirming experiences. Target offers a customer loyalty program which helps generateand limit customers. This program helps identify customer purchasing trends which enables marketers to create effective, targeted promotions, decreasing announce costs.The key behind Targets victor is their positioning as a high-end brand despite their low prices, which attracts a group of consumers who unremarkably would not seek discount retailers. Target provides knowledgable, friendly staff that is quick-witted to answer questions and assist customers. A report by Time Trades showed that 85 percent of consumers purchase much when helped by a knowledgeable gross revenue person. Target successfully associates its brand with a younger, edgier, hipper and more swordplay orbit that its discount retail competitors. Most con sumers that shop at Target dont see it as a discount store, but as a superstore where you rump buy everything you carry handily 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 many high-end design oriented suppliers over the years. Target uses bright and catchy advertisements with creative presentations. Target puts a lot of work into their displays and understands the power of them, capturing more sales as a result. An example of this is the bins Target strategically places close together(p) the front entrance with items under five dollars. This catches consumers attention when they first precede 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, w hich is an in-store shop dickhead for consumers. The app includes a section for hebdomadal ads that uses location to show consumers a weekly ad for a nearby store. There is a section in the app that allows consumers to prepare a personalized obtain 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 sounding for. They have created an online magazine called A Bulls-eye View. Its purpose is to tell stories behind Targets partnerships, products, events and other things going on with thecompany.It does not pitch products but instead stays true to an old-journalism outlook, show dont tell. For example, an phrase may be written about how to decorate your home using a Target product line, but will not provoke a specific product. A Bulls-eye View attracts 100,000 unique visitors each month. The Target spokesperson, Hausman says Targets marketing e fforts are heading towards building stronger relationships with consumers through social media. This is what A Bulls-eye View is designed to do, build relationships with consumers that will eventually lead to sales. Target has a packaging operations team to reckon products have an appealing structure that holds the product with eye-catching graphics.Targets advertising and in-store promotions strive to convey the message that they are clean, fresh and offer in style products. They send the message that products are priced well and cheerful to buy. Target uses assortment, placing complementary items, commonly purchased together near each other. through intelligent, consistent marketing Target has turned its bulls-eye logo into a lifestyle symbol recognized by ninety-six percent of American consumers.Strivers represent active consumers and are the primary VALS type that shop at Target. obtain allows these pile to dispute to peers their ability to buy, and is a social activity. Strivers can be compulsive buyers, depending on their financial circumstances. Strivers tend to like stylish, voguish products, and love fun, which are qualities Target represents and personality traits they aim to appeal 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 strive to accumulate trendy possessions.Even though these consumers are young and most likely do not yet have large entertainment and clothing budgets, they are attracted to Target because it is a discount store. Those that follow terminal values of social recognition may be attracted to Target, Target markets its company as providing high-end products for a high-end lifestyle. Those that value an provoke life may be attracted to Targets b rand 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 acceptance portraying groups.Target shoppers use routinized solution expression 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 information or time spent researching the product. Those that use routinized response behavior have experience purchasing the product, and a clear creative thinker of their expectations. The more a product becomes routine to buy for a consumer, the less(prenominal) reactive they will be to advertising efforts and discounts for similar products of different brands. Consumers at Target may use limited problem solving, occurring when shoppers are cerebration about purchasing new versions of previously purchased products that may have surplus features. Another instance when limited problem solving would be utilise 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 surrounded by product brands. Limited problem solving is often used with everyday purchases like clothing, movies, and cosmetics. Since Target has such a wide variety of items for sale, there are many different decision-making offsetes used. all-inclusive problem solving is belike the least common decision-making process used by Target shoppers. Extensive problem solving is used when purchasing a product in a new category that is not well known or when purchasing a high-risk item that is more expensive or presents a psychological risk. With extensive 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 sold at Target that invite extensive problem solving, perhaps electronics like computers, televisions and video game consoles. The very(prenominal) product may not produce the uniform 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 live in your household, and how many of these individuals are children (under 18)?3. What is your yearly household income?4. What sedulousness do you work in?5. Do you make most of your purchases in a physical retail store or online?6. What is your age field?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 sh opping at Target because it is a one-stop shopping experience with a large selection. It offers a fun, comfortable and safe shopping environment with low-prices on high quality, well-designed items. Target is process-oriented, focused on get their work done with integrity towards employees and customers. They have a deep name for their employees, providing a fair, positive work environment and fair wages. Target is sanctified 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 shop Experience Over Time Target Corporate. Target. N.p., n.d. Web. 23 Sept. 2014. . 2. Target Stores. (2014, terrible 3). Retrieved September 26, 2014. . 3. Abramovich, Gisele. Targets Show Dont switch Content Strategy Digiday. Digiday. N.p., 16 Apr. 2013. Web. 25 Sept. 2014. . 4. Target Careers Advertising & merchandise Jobs Target Corporate. Target . N.p., n.d. Web. 26 Sept. 2014.. 5. Barwise, Patrick, and Sean Meehan. Bullseye Targets Cheap trendy Strategy HBS Working Knowledge. Harvard Business School 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 Mobile as In-store Shopping Tool. Mobile Commerce Daily RSS. N.p., 30 Aug. 2013. Web. 10 Oct. 2014. .