Consumer Behavior, defined as "The study of individuals, groups, or organizations and the processes they use to select, secure, use, and dispose of products, services, experiences, or ideas to satisfy needs and the impacts that these processes have on the consumer and society." It deals with the ways in which consumers buy products. What entices them to buy? What do marketers do in order to influence these purchasing decisions?
Upon entering the classroom in early September, my original idea of consumer behavior was the way in which consumers buy goods. Consumer Behavior is not only how we buy goods, but how we relate to advertisements that marketers want us to identify with. Throughout the semester the use of magazine ads, newspaper ads, commercials, and many more all aided in identifying with the overall brand/consumer.
The concepts and ideas learned throughout the semester will not only help me in my marketing degree, but my work in retail as well. The constant discussion about end caps and appealing to the impulse shoppers, is something that I will take home with me during Christmas break and implement in the store at home. As marketers our goal is to make products look and feel attractive and useful to shoppers. We want them to buy, and will do whatever it takes to market products. Learning about all the different marketing styles, techniques and instances in which marketers have failed and succeeded has opened my eyes to new advertisements. Whether it be while scanning through a magazine or flipping through the TV channels, I as a consumer am able to see the direct appeal that an advertisement is able to have on someone.
Monday, December 13, 2010
Reference Groups
Celebrities are used in everyday advertising in order to appeal to everyday consumers. As a consumer when we sit down and flip through magazines we are instantly drawn to the glamour and limelight that we see in celebrity induced advertisements. "Celebrity reference groups incorporate the use of a public figures likeness for the purpose of selling a product or service. Celebrity advertising can be accomplished through celebrity endorsements, whereby the celebrity consents for his or her likeness to be used in advertisements for a certain brand."
Celebrity reference groups are used to promote certain products based on appeal. Celebrities are often idolized to the point where they become set apart from everyone else. When viewing an advertisement marketed by our favorite movie star, we as consumers instantly feel enticed to purchase that product. The overall credibility, attractiveness and "star power", is said to attract everyday consumers making them feel a certain bond and ideal likelihood to the celebrity, thus purchasing the product.
The above advertisement depicts two seperate celebrities and two different makeup brands. As you can see both revlon and Covergirl had the same idea when using Jessica and Rihanna as the focal point in their ad. A consumer sees the celebrity before the brand name, after identifying the celebrity they are then drawn to the brand, thus purchasing the makeup. "Look how great Rihanna looks with that Covergirl lip gloss, i've got to have it."
Celebrity reference groups are used to promote certain products based on appeal. Celebrities are often idolized to the point where they become set apart from everyone else. When viewing an advertisement marketed by our favorite movie star, we as consumers instantly feel enticed to purchase that product. The overall credibility, attractiveness and "star power", is said to attract everyday consumers making them feel a certain bond and ideal likelihood to the celebrity, thus purchasing the product.
Sunday, October 17, 2010
VALS Survey
Primary: Experiencer: Defined as an individual who is motivated by self expression, young, enthusiastic, and impulsive consumers, Experiencers quickly become enthusiastic about new possibilities but are equally quick to cool. They seek variety and excitement, savoring the new, the offbeat, and the risky. Their energy finds an outlet in exercise, sports, outdoor recreation, and social activities.
Secondary: Innovator: Successful, sophisticated, take-charge people with high self-esteem. Because they have such abundant resources, they exhibit all three primary motivations in varying degrees. They are change leaders and are the most receptive to new ideas and technologies. Innovators are very active consumers, and their purchases reflect cultivated tastes for upscale, niche products and services.
After completing the VALS survey and reflecting on the results, I began reading through all of the other categories in which people fall into. I was surprised to see that my results were spot on with my personality. I often if not always am motivated by self expression. Over the years clothes have seemed to define my life. I express mood and personality through style and fashion. I am motivated by the thrill of new and exciting opportunities and believe sports and exercise to be a part of my everyday life.
I can also identify myself as an innovator in many ways. After my summer internship I believe to demonstrate leadership qualities that I never knew existed within me before. I am able to lead by example while motivating others and managing talent in order to accomplish a given task. This personality trait is often seen in relation to my consumption. When purchasing new products, I strive to find the newest and most up to date wears. I love trendy, yet unique pieces that can be paired with anything no matter the occasion.
When looking at the VALS survey as a whole, it is easy to see how culture plays a huge role in determining the outcome in results. Referring back to McCrackens Reading we can see that "The model of consumption says that the world of goods is a cultural construction and that culture is constantly being played out in goods. The ideational and material aspects of the world are intimately linked in ways that we understand and in ways that we are only beginning to understand. Cultural meanings, those in goods and those outside of them, make up the cultural context of consumption." This goes to show that the way one is raised is a direct influence on the outcome of the VALS survey results. When breaking down and relating this to my family as a whole, I believe that my sister and I would both be categorizes as experiences and innovators, mainly because of what we consider to be our culture.
Secondary: Innovator: Successful, sophisticated, take-charge people with high self-esteem. Because they have such abundant resources, they exhibit all three primary motivations in varying degrees. They are change leaders and are the most receptive to new ideas and technologies. Innovators are very active consumers, and their purchases reflect cultivated tastes for upscale, niche products and services.
After completing the VALS survey and reflecting on the results, I began reading through all of the other categories in which people fall into. I was surprised to see that my results were spot on with my personality. I often if not always am motivated by self expression. Over the years clothes have seemed to define my life. I express mood and personality through style and fashion. I am motivated by the thrill of new and exciting opportunities and believe sports and exercise to be a part of my everyday life.
I can also identify myself as an innovator in many ways. After my summer internship I believe to demonstrate leadership qualities that I never knew existed within me before. I am able to lead by example while motivating others and managing talent in order to accomplish a given task. This personality trait is often seen in relation to my consumption. When purchasing new products, I strive to find the newest and most up to date wears. I love trendy, yet unique pieces that can be paired with anything no matter the occasion.
When looking at the VALS survey as a whole, it is easy to see how culture plays a huge role in determining the outcome in results. Referring back to McCrackens Reading we can see that "The model of consumption says that the world of goods is a cultural construction and that culture is constantly being played out in goods. The ideational and material aspects of the world are intimately linked in ways that we understand and in ways that we are only beginning to understand. Cultural meanings, those in goods and those outside of them, make up the cultural context of consumption." This goes to show that the way one is raised is a direct influence on the outcome of the VALS survey results. When breaking down and relating this to my family as a whole, I believe that my sister and I would both be categorizes as experiences and innovators, mainly because of what we consider to be our culture.
Tuesday, October 12, 2010
You are where you live
New Hampshire though of by many as a small rural state with miles and miles of farms and grass land. Little do people that that Manchester, one of the southern most points, is actually a little city within itself. With an estimated population of 110,000 and according to the 2009 census, Manchester is referred to as the most populous New England city north of Boston.
When depicting the information from the prizm I was surprised at some of the information. The breakdown between the different groups is very interesting. When thinking of which category I put myself into, I began thinking about my family and where we would fall. Due to the fact that I have grown up in Manchester all my life, I found it fitting to categorize my parents into the category of "Home Sweet Home."
"Widely scattered across the nation's suburbs, the residents of Home Sweet Home tend to be upper-middle-class married couples living in mid-sized homes without children. The adults in the segment, mostly under 55, have gone to college and hold professional and white-collar jobs. With their upper-middle-class incomes and small families, these folks have fashioned comfortable lifestyles, filling their homes with exercise equipment, TV sets, and pets."
After comparing this to the New England breakdown I found that my parents fit the category of the "Affluentials." This is what I find alarming. My laid back outdoorsy yet modernized family is far from the definition portrayed by the affluentials. I feel as though this is the best category out of my zip code prizm, but when looking at it through the bigger realm we could be depicted by something much different.
When depicting the information from the prizm I was surprised at some of the information. The breakdown between the different groups is very interesting. When thinking of which category I put myself into, I began thinking about my family and where we would fall. Due to the fact that I have grown up in Manchester all my life, I found it fitting to categorize my parents into the category of "Home Sweet Home."
"Widely scattered across the nation's suburbs, the residents of Home Sweet Home tend to be upper-middle-class married couples living in mid-sized homes without children. The adults in the segment, mostly under 55, have gone to college and hold professional and white-collar jobs. With their upper-middle-class incomes and small families, these folks have fashioned comfortable lifestyles, filling their homes with exercise equipment, TV sets, and pets."
After comparing this to the New England breakdown I found that my parents fit the category of the "Affluentials." This is what I find alarming. My laid back outdoorsy yet modernized family is far from the definition portrayed by the affluentials. I feel as though this is the best category out of my zip code prizm, but when looking at it through the bigger realm we could be depicted by something much different.
Tuesday, October 5, 2010
Personal Identity
Last Christmas I revived a Pandora bracelet from my mom. A jewelry feign herself is obsessed with the company, already having two bracelet of her own. She bought the bracelets for my sister and I telling us how significant every bead is and how the bracelet itself depicts a story of the events in our life. Assuming I rolled my eyes and laughed, I have now come to realize how correct she was. When looking at my bracelet, I am able to recall at exactly which instance I received each bead, who gave it to me and for which reason I received it. In essence it is like a scrapbook. Each bead significantly different, yet all tied together by a common bond. As i look back over the past year I am able to see the many occasions, holidays and turning points in which I now have a collection of memories. To any outsider while looking at this bracelet one is able to see my personality, hobbies, and interest just gazing at my wrist. This bracelet is not only a direct reflection on my identity, but my life as a whole as well. As Karen states in the reading "The house is not merely a possession or a structure of unfeeling walls. It is an extension of my physical body and my sense of self that reflects who i was, am and want to be."
Sunday, September 19, 2010
Framing
Consumers frame decisions based on subconscious past experiences, purchasing decisions, satisfaction, and the way they view their emotions. According to Rob Walker, framing is seen as the wording of a question and how the consumer responds to that question is how they frame a purchasing decision.
If framing is often related to the subconscious past emotions in purchasing, then how are branding and framing not directly related? When thinking back on my purchasing decisions I repeatedly consume products in which I know will satisfy my current wants. I have framed my mind to always and no matter what being satisfied when I walk into J.Crew. I instantly want anything and everything and because of this the price I am willing to pay for certain items is directly related to the store in which I am in. I compare the price of a shirt to the price in which I paid for a similar shirt in which I love. I relate the price of a new pair of jeans in one store to the price in which I can purchase them in a store 20 minutes from here. If the price is less 20 minutes away, I will drive there and not think twice about the price of the gas and the time I gave up to drive there.
When relating this to a product I have purchased I instantly think back to this summer when the pair of sunglasses I had my eye on were listed for $40 cheaper at a store an hour away. Nordstrom was having their anniversary sale which meant that a particular line of sunglasses was discounted to 50% off. I was jumping for joy not even taking into account that the closest store was located an hour away. I didn't even think twice about the fact that I could purchase the exact same item in the local mall, spending little to no money on gas. My frame of mind was set on these sunglasses being discounted and I would do whatever it takes to get them for that price.
After reading about framing and decision making, I realize that my decision was entirely irrational. We as consumers think nothing when it comes to spending money on food and gas, these items are necessities, we have no choice. But when it comes to clothing, accessories, etc. We have the power to control our decisions and determine the satisfaction and gratitude we will receive from these monetary savings. We will do whatever it takes to say that we saves, even if it doesn't add up in the long run.
If framing is often related to the subconscious past emotions in purchasing, then how are branding and framing not directly related? When thinking back on my purchasing decisions I repeatedly consume products in which I know will satisfy my current wants. I have framed my mind to always and no matter what being satisfied when I walk into J.Crew. I instantly want anything and everything and because of this the price I am willing to pay for certain items is directly related to the store in which I am in. I compare the price of a shirt to the price in which I paid for a similar shirt in which I love. I relate the price of a new pair of jeans in one store to the price in which I can purchase them in a store 20 minutes from here. If the price is less 20 minutes away, I will drive there and not think twice about the price of the gas and the time I gave up to drive there.
When relating this to a product I have purchased I instantly think back to this summer when the pair of sunglasses I had my eye on were listed for $40 cheaper at a store an hour away. Nordstrom was having their anniversary sale which meant that a particular line of sunglasses was discounted to 50% off. I was jumping for joy not even taking into account that the closest store was located an hour away. I didn't even think twice about the fact that I could purchase the exact same item in the local mall, spending little to no money on gas. My frame of mind was set on these sunglasses being discounted and I would do whatever it takes to get them for that price.
After reading about framing and decision making, I realize that my decision was entirely irrational. We as consumers think nothing when it comes to spending money on food and gas, these items are necessities, we have no choice. But when it comes to clothing, accessories, etc. We have the power to control our decisions and determine the satisfaction and gratitude we will receive from these monetary savings. We will do whatever it takes to say that we saves, even if it doesn't add up in the long run.
Tuesday, September 14, 2010
Joining in
Around this time each year I begin my fundraising efforts for the American Cancer Society's Annual Breast Cancer walk. Since 2004 a group from my hometown forms a team in memory of Lori Baines, the mother of my sisters best friend. Lori was diagnosed with stage 3 breast cancer in 2001, and continued the fight for her life until June of 2003. Through out her battle with cancer she started a jewelry making business. She hand crafted beaded bracelets to signify every significant, special turning point in her life. Her breast cancer collection quickly spread like wildfire around Manchester and before you knew it everyone was wearing one of Lori's designs.
In October of 2004, National Breast Cancer Awareness month, everyone in town was representing a piece of Lori in everything that they did. Her designs were worn my mothers, daughters, teachers, friends and family throughout the community. Upon seeing one of Lori's designs you instantly felt apart of her there with you and could relate to the individual wearing a piece of her jewelry. It was extremely remarkable to see the connection that formed between a community in something so simple as a bracelet.
As the years pass and the memories begin to fade, Lori's bracelets continue to keep the Manchester community connected. My family and I will continue to Walk for a Cure in honor of Lori and the impact she once, and still has on so many.
In October of 2004, National Breast Cancer Awareness month, everyone in town was representing a piece of Lori in everything that they did. Her designs were worn my mothers, daughters, teachers, friends and family throughout the community. Upon seeing one of Lori's designs you instantly felt apart of her there with you and could relate to the individual wearing a piece of her jewelry. It was extremely remarkable to see the connection that formed between a community in something so simple as a bracelet.
As the years pass and the memories begin to fade, Lori's bracelets continue to keep the Manchester community connected. My family and I will continue to Walk for a Cure in honor of Lori and the impact she once, and still has on so many.
Thursday, September 9, 2010
The Pretty Good Problem
Recently I have been on the hunt for the perfect pair of track spikes. I didn't want just any average pair of spikes either. After running competitively for 10 years I felt as though it was time to amp up the style factor as much as I could for the "running world." My "most visited" site on the Internet soon became Nike Track and Field, in the attempt to spot the perfect pair that not only caught me eye, but "spiked" my interest as well.
After a few weeks the process started to become rather tedious, I was anxious and was not about to settle for something that I didn't absolutely love. After contemplating this problem with my mother, she told me that due to the fact that my sneakers are known to get extremely trashed in a matter of weeks, she didn't recommend I "fuss" over a pair of racing shoes that are known to brave even the worst of weather conditions. I was not particularly happy with her recommendations and continued to search high and low for the perfect pair.
After quite a few weeks of searching I finally found the perfect pair that had been the newest addition to Nike ID. They were not your ordinary racing spikes, and they were not like anything I had seen before designed particularly for a distance runner. Without a second thought I made the decision and ordered them. Upon arrival I quickly tried them on and decided to test them out for our first track workout. Although I have been racing for years, I have a feeling that this is going to be a good season mainly due to these "remarkable pink shoes."
After a few weeks the process started to become rather tedious, I was anxious and was not about to settle for something that I didn't absolutely love. After contemplating this problem with my mother, she told me that due to the fact that my sneakers are known to get extremely trashed in a matter of weeks, she didn't recommend I "fuss" over a pair of racing shoes that are known to brave even the worst of weather conditions. I was not particularly happy with her recommendations and continued to search high and low for the perfect pair.
After quite a few weeks of searching I finally found the perfect pair that had been the newest addition to Nike ID. They were not your ordinary racing spikes, and they were not like anything I had seen before designed particularly for a distance runner. Without a second thought I made the decision and ordered them. Upon arrival I quickly tried them on and decided to test them out for our first track workout. Although I have been racing for years, I have a feeling that this is going to be a good season mainly due to these "remarkable pink shoes."
Tuesday, September 7, 2010
Target Gives Back
Many of you are familiar with the retail super store Target. With over 1,700 stores nationwide located in 49 different states Target is committed to giving consumers the best shopping experience and driving that fast, fun, and friendly attitude. Although many of you are familiar with the store Target, what many people are not aware of is what exactly this multi-million dollar corporation gives back to the community on a weekly basis. Target gives 5% of its income to needy communities, organizations and charities. This number comes out to approximately $3 million per week. Whether it be through education, arts and culture, social services, grants, crisis relief and many more. Target volunteers are always looking to benefit not only the community, but the lives of the individuals within these less fortunate areas as well.
Over the next couple of weeks take time to think about the places in which you are spending your money. Are these companies known for the philanthropy they do outside of the workplace? Target is an extremely well respected brand and will continue to change the way we as consumers view retail.
Over the next couple of weeks take time to think about the places in which you are spending your money. Are these companies known for the philanthropy they do outside of the workplace? Target is an extremely well respected brand and will continue to change the way we as consumers view retail.
Caffeine Fix
While trying to rack my brain around my consumption/spending over the long weekend, I have come to the pathetic conclusion that the only item of monetary value that I did consume were 4 sip n dip coffees... Four coffees in three days? This should clearly send a red flag in my direction telling me to slow down and back away from the heavy amounts of caffeine, sugar and creamy flavorings. The utterly sad thing is that as I sit here and blog about my need for caffeine, I am currently sipping on a freshly brewed cup of Starbucks...
Thursday, September 2, 2010
College Consumption
College, a time for fun, friends, new experiences, and over spending...
The typical college student is tired, exhausted and run down, so why not splurge and treat ones self to a few new hot ticket items. Preferably the new fall collection that you just can't seem to get your mind off of.
The typical college student is tired, exhausted and run down, so why not splurge and treat ones self to a few new hot ticket items. Preferably the new fall collection that you just can't seem to get your mind off of.
Subscribe to:
Posts (Atom)