Target- Consumer Behavior

  T arget is addressing the changing values and lifestyles of its consumers in several ways. On its  website , Target speaks about its climate goals, its social issues goals, and its corporate social responsibility.   Pictured above is a graphic from Target's website that speaks about the specific actions they are taking as a company to address climate change. This appeals to Target consumers, such as millennials, who  increasingly value the impact of their own carbon footprint and think of themselves as environmentally conscious. Additionally, from their article  referenced below, Target is also addressing the inequitable treatment of certain races and classes in the United States, which has been increasingly on the minds of many Americans, largely brought to the forefront of the Cultural Milieu of the country by the Covid-19 pandemic.  Here’s How Target’s Helping Create 1 Million Jobs for Black Americans Over the Next Decade The way Target addresses the p...

      At Target, you can find just about anything that is desired by any person in the household ranging from food to clothes. Target attempts to engage all customers to be able to create new memories within their own families through Target's easy way of shopping. This is only one of the ways that Target has been able to accomplish new heights in their retail success these past few years.      As was stated by Amanda Luu, recruiter at Target, Target tries to make it simple for different types of families such as families who truly go into the store to shop and families that simply want to be in and out. She stated that finding things close to each other is something that any person from the family can really appreciate when looking for what they need.     Now in regard to the things you can find at Target for the family as a whole is truly exciting. Whether a kid is looking for an action figure or Ps5 or a mother is looking for makeup and cl...

 Target's Average Consumer           Target aims to invite everyone into their stores and to shop online. But, the average consumer at Target is described as “Female, younger, and chic .” A valid explanation can be the company’s mission to bring more affordable higher-end clothing brands that stay updated with the trends. Or the availability of various cosmetic and skincare brands in their beauty section of the store. Around 60-3% of customers are female, and 58-62% are between 18 (Gen Z) to 44 (Gen X).            Its extraordinary appeal to the younger generation is its rapid development to offer a virtual shopping experience. A free mobile app that provides exclusive deals to customers displays the availability of products in stores; collecting points is an attraction with today's technology. Especially with Gen Z, where technology has been integrated into their lifestyles since childhood, it is a more effortless sh...

T arget focuses on Associative Reference Groups to influence consumers, such as family, friends and school groups, in their marketing efforts. This is demonstrated in many of their ads, two of which are pictured below. By showing consumers their associative reference groups in their ads, Target hopes to influence consumers decisions to shop at their store, because even consumers who identify as individualistic react positively to products connected with their reference group.  A dditionally, Target also uses moms as opinion leaders to influence online word of mouth, which positively effects consumer behavior.  A s demonstrated above, moms all around the world tweet, write blogs, and have Instagram and Facebook posts dedicated to their love of Target. This is a marketer's dream, as word of mouth such as this serves in several ways to influence consumer behavior. Firstly, moms are typically the gatekeepers and opinion leaders of the household, so they are already influentia...

      Target , with its 23 billion dollar revenue (24.7% increase from 2019) and its expanding locations continues to make the attempt to meet and ultimately exceed the customer's needs.      Target attempts to collect data from its consumers by giving each person a guest satisfaction survey that will eventually develop initiatives to bring in more consumers according to an article by  Myfeelback.com . Finding customer satisfaction is crucial as it will determine many things within the company and Target has gone above and beyond to achieve that. As said earlier in this blog, with Target's increasing revenue they were able to build more and more stores and those new stores would be focused on customer needs. One example would be those new Target stores having a close proximity to similar items as it has made it convenient for customers looking to be in and out of the store as stated in a Harte Hanks article.

  Unconscious Low-Effort Decision-Making:      No other company is notoriously known to manage customers to walk out of their stores with more products they did not anticipate buying like Target. Many call it the “ Target Effect ” because many customers walk inside the stores to buy a few selected items, only to walk out with more than intended. Nevertheless, this is not an accidental discovery that has miraculously favored the company’s increase in sales. Target came up with its strategy of how the floor plan of their stores influences the consumer’s unconscious mind. When an individual first walks into the store, they are usually greeted with the aroma of coffee from the Starbucks cafe, generally by the entrance, to make it more welcoming. The customer then encounters the zone of acceptance of favorable prices, the dollar bin - an aisle of the low-budget seasonal items. The company’s motive is to convince the consumer to like the trendy items enough to put it insid...