Answer to Question #178852 in Marketing for Marian

Question #178852

Observed shoppers in any section. Make observations of their buying behavior and decision making process. Classify specific shopping behaviors with certain population segments such as: men, women, teenage, middle-aged, elderly, wealthy, middle-class, etc. Provide pictures together with your documentation and evaluation

Expert's answer

Male shopping behavior indicates men consider deals and long-term loyalty rather than go for the instant discount. They will thus make a decision on buying based on how long the item will give them utility.

Women are consummate bargain hunters. They tend to buy more items on sale, and they also shop with coupons more often. Women do the shopping in the beauty, baby, and basic food categories. That includes deodorant and toothpaste to baking mixes, dessert gels and syrups, and breakfast items.

When teens and middle-aged go shopping, they aim to satisfy two social needs: to find new and fashionable things to buy and to enjoy shopping itself as a group activity. Since finding new things is a way to emphasize individuality, we expect Uniqueness to be positively related to novelty/fashion consciousness. All teens prefer casual, athletic-type clothing 36% of their preferred brands are athletic, with Nike ranking as their favorite brand. The girls have cut back on buying beauty products. Their beauty spends down 21% year over year. They make decisions based on their current lifestyle.

Elderly do the most of their buying/spending on mortgages and healthcare. However, when it comes to tangible items, the center's findings suggest elderly spend on miscellaneous entertainment like campers, boats, and photography and exercise equipment.

Wealthy tend to buy attractive, premium package, luxurious products; they make their decisions on a long-term basis and go for the quality. Their spending is majorly on assets.

Middle-class consumers tend to focus on the family, plan for the future, and place importance on their image. They are increasingly health-aware and eco-friendly while also choosing convenience in almost all aspects of life. These values and attitudes influence most purchasing decisions they make.

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