Target- Consumer Behavior

  D ecision Making for  High Effort Purchases                 ↔        Target appeals to consumers who employ both cognitive and affective decision making models.   For example: When a customer is going to Target to buy a high-end blender such as Vitamix or Blendtec, they will likely use a cognitive   decision making model , such as a multiattribute model, which compares brands, or an additive difference model, which compares attributes. Because these blenders are very expensive and are known for their power and performance, Target consumers will likely be making consumption decisions using a cognitive decision making model. Conversely, consumers who shop Target's Home Collection as pictured above and below, are likely to be making feelings based purchase decisions using an affective decision making model.  These purchase decisions will be based on how the furniture, bedding, and blankets make the custo...

       H ave you ever been inside of a Target store? Have you ever had the famous popcorn that everyone seems to remember? This is one of Target's ways of getting people to recall their brand and come back to their store. Through this form of achieving brand familiarity, Target lets consumers know that they are welcome to grab a bite as well as shop for clothing and necessities.        A nother way Target assesses their brand recall is through the use of their famous Target logo that has been discussed earlier in this blog. The Target logo is one of those logos that is minimal and easy to spot which is what makes the logo "snappy" according to  Logaster.com .       T his idea with Target's logo would be considered a retrieval cue. One observation to make to prove that Target does receive brand recall is by looking at Chapter 7's slide titled retrieval cues to see a picture of a Target store as an e...

  Micro-Analysis of Target COVID-19 Commercial “Always Taking Care” Self-Referencing:      Target has recently published a new commercial relating to today's current situation with COVID-19. In this ad, the company delivers the message of the advertisement by linking it through experience. How so? With the pandemic changes on the need to social distance, wear a mask, frequently practice good hygiene, and more has resulted in a shift in the consumer's behavior, explicitly shopping at a retail store. The purpose of this commercial is to establish a positive attitude towards shopping at Target by assuring the customer how the company is doing its part on its social responsibility in implementing a safe retail environment for its customers to shop in. But at the same time, unconsciously reminding the viewer also to do their part to keep themselves and their surrounding environment safe with clips of wearing a mask, using the hand sanitizing dispensary, and social distanc...

  E motional Appeal and Emotional Contagion: T arget wants to affect consumer's attitudes, so they invoke emotional appeal and emotional contagion in their ads to illicit positive feelings from consumers towards their brand. In the ad pictured above, Target wants to make consumers feel the joy and excitement of marriage and love, as well as making it know to the public that any couple, same sex or gay, is welcome in their stores.  I n the ad pictured above, Target wants to invite their consumers to feel what it would like to be lying on those fun and colorful floaties in the pool on a hot summer day.  I n yet another example of emotional appeal and emotional contagion from Target, the ad above promotes joy. In the ad there are bright and surprising background colors and clothes on the smiling actors, who actually seem to be so joyful they are in motion. It is clear that Target wants to achieve affective responses with its ads, as these types of responses are more influent...

     A s we look into Target's concept on consumer memory, immediately the idea of iconic memory comes into the situation. Why would one say this? The Target logo will tell you why. T arget's use of a simple target logo has made its way around the world as one of the most recognizable company logos in the world. On  Signs.com , it asks fellow Americans to draw out the Target logo by memory and the results looked like this.       S eeing this, we see that many people acknowledge the Target logo as even when the logo's drawings were a bit less accurate it was still able to be comprehendible as a Target logo. This is what a simple and clean logo is able to do for a company. It has the ability to easily store itself into a consumer's head so when they think about places to shop, they are are able to retrieve or remember that logo quickly and have options.

T arget uses a 3rd party advertising agency to display their campaigns, specifically interest-based advertising (IBA). It essentially means that the advertising agency collects data from consumers' activities when customers visit Target's website or mobile app to efficiently promote its products. To attract the consumer's attention, the company uses various forms of advertising such as television broadcasting to promote the brand and on social media platforms like Youtube, Instagram, Facebook, Twitter, etc. Additionally, the company also emails the newsletter of its in-store and online promotions and upcoming releases to its customers when the customers' signup with their emails. T he company's target audience is consumers with a higher-income that allows flexibility to enjoy higher-quality products and low-cost designer clothing. Target's marketing strategy is to direct customers to shop at its stores to fulfill all of the consumer's necessities, such as gr...

 M arketing Tactics:          W hen looking into Target’s marketing tactics and strategies, the strategy that has popped out the most recent and has ultimately become a priority has been Target’s marketing strategy to combat COVID-19 during these unprecedented times. On Target’s website , it demonstrates that their response to the COVID-19 pandemic includes such things as enforcing masks and social distancing, to say the least. Here is the full list below of Target’s push during the pandemic. I n a Forbes article, Target’s chief marketing officer Rick Gomez stated that Target’s most recent campaign “Target Run” was one of their marketing strategies that worked out very well. Target Run was the idea that everything you needed was at Target, and if you didn’t want to go to Target you could get the items delivered to your door. This is a smart idea considering COVID-19's impact on customer mobility.                 ...