Consumer Behaviour Unit - research folder by

Consumer Behaviour Unit - research folder by https://padlet.com/40087992/hk811ean9ljy en-us 2020-01-28 12:07:38 UTC 2024-12-16 04:58:35 UTC hello@padlet.com VALS Frame Work - 1978 40087992 https://padlet.com/40087992/hk811ean9ljy/wish/486538237 This framework is used within marketing segmentation, it is designed to guide companies in tailoring their products and services to appeal to the people that are most likely to purchase them.

The VALS (Values, Attitude, Lifestyle) model was developed in 1978 by Arnold Mitchell. VALS gives you more details about the eight demographic groups.

Groups:
1. The Innovators - these consumers are on the leading edge of change, highest income, high self-esteem, consumer choice directed towards the finer things in life (prestige goods and services).

2. The Thinkers - these consumers are a high resource group of those motivated by ideals. They're mature, responsible, well-educated, professionals, leisure activated for these consumers centre at home. They're well infested about what is going on in the world and are open to social change, high income, practical consumers and rational makers.

3. The Believers - these consumers are a lower resource group of those motivated by ideals. They're conservative and predictable consumers who favour established brands. Their lives are centred around their families, church, community and nation - modest income.

4. The Achievers - these consumers are a higher resource groups of those who are motivated by achievement. They're successful, work-orientated people who get satisfaction from their jobs and family. They're politically conservative and respect authority, favour established brands and services that show off their success.

5. The Strivers - these consumers are a lower resource group of those who are motivated by achievement. Their values are similar to the achievers by there are fewer. Economic, social and physiological resources style are important as they strive to become the people they admire.

6. The Experiencers - these consumers are a higher resource group of those who are motivated by self-expression. They're the youngest of all the segments with the medium age of 25, the have lots of energy which they put into exercise and social activity. Spend heavily on clothing, food and music, spend a lot on new product services.

7. The Makers - these consumers are a lower resource group of those who are motivated by self-expression. They're practical people who value self-sufficiency, focused on the familiar family work and recreation, they have little interest in the broader world. As consumers they appreciate practical and functional products.

8. The Survivors - these consumers have the lowest income, the have few resources to be included in any consumer self-orientation. They are the oldest of all the segmentations with the medium age 61, within their limitations they are a brand loyal customer.]]> 2020-04-01 12:45:52 UTC https://padlet.com/40087992/hk811ean9ljy/wish/486538237 United Kingdom VALS 40087992 https://padlet.com/40087992/hk811ean9ljy/wish/486603899 The UK VALS theory was developed in 1995, this theory identifies the UK into one of six core groups.

The Six Groups -
1. Activators - forefront of innovation, open to new ideas and new product and services. They've got a wide range of intents and have a strong sense of personal identity. (Activators divide by motivation - Traditional Activator , Achievement Activator, Self-Expression Activator)

2. Traditionalists - focus on preservation, regulate social change, forcing reassessment of new ideals in the light of of proven and established standards and ethical codes.

3. Achievers - they relate achievement to the roots of hard work and professional endeavour, focus on success, status, family, value knowledge influence and qualification.

4. Seekers - want individuality, self-discovery, display and action. They actively seek self-gratification, excitement, experimentation and sociability.

5. Pragmatics - play it safe, they don't want to stand out from their peer group and have a low attachment to any particular lifestyle. (Pragmatic Involvers have traditional motivation, Pragmatic Rationals have an achievement motivation, Pragmatic Aspirational have self-expression motivation)

6. Constrained - try to hold on to the familiar and the past, their worlds consist of immediate family and few friends who reinforce than challenge of renew their opinions and ideas. ]]> 2020-04-01 13:14:11 UTC https://padlet.com/40087992/hk811ean9ljy/wish/486603899 40087992 https://padlet.com/40087992/hk811ean9ljy/wish/486655051 2020-04-01 13:34:30 UTC https://padlet.com/40087992/hk811ean9ljy/wish/486655051 VALS Typology Board 40087992 https://padlet.com/40087992/hk811ean9ljy/wish/486671060 Primary Segment - Experiencers
Secondary Segment - Innovation]]> 2020-04-01 13:40:32 UTC https://padlet.com/40087992/hk811ean9ljy/wish/486671060 Assignment Brief - Consumer Behaviour 40087992 https://padlet.com/40087992/hk811ean9ljy/wish/487131463 Customer Profile Report and Research folder (100%)

You will need to undertake a brand’s position in your approach to this assignment.

° Choose, analyse and describe a generation: Baby Boomers, Generation X or generation Y

Identify the typical demographic attributes of your chosen generation using visuals and data bases.
Provide an overview of your chosen generation’s media and technology preferences.
° Choose and present a brand that corresponds to your chosen generation and report why it corresponds and how the brand is using costumer personalisation today.
° Apply this to how your chosen brand communicates and market to your chosen generation and influence their purchasing behaviour.
Provide a comparative analysis of the types of other products they are likely to buy.
Think of and report actions that your chosen brand can do to improve using a deeper knowledge of its customers to Increase engagement, and ultimately sales.
Your report (indicative 1000-1500 words) will identify why personalisation of the customer relationship is important for brands using your research findings and analysis of the chosen generation and brand.
You will submit a detailed research folder in Padlet format with your primary/secondary research.
Your research folder should also contain a digital consumer board, image based with annotation, clearly reflective of your chosen generation. In your consumer board: Identify brands and other retailers that a typical consumer of your chosen generation would be more likely to engage with (in addition to your selected retailer) Include, clothing, electrical, household and other FMCG brands in this section.
Harvard referencing standard and a bibliography are required.
At all times, your work will implement appropriate modes to reflect a creative and professional standard to your work.

]]> 2020-04-01 16:24:32 UTC https://padlet.com/40087992/hk811ean9ljy/wish/487131463 UK VALS Framework 40087992 https://padlet.com/40087992/hk811ean9ljy/wish/487213510 All consumers fall into one of these six groups, once a brand has established which segment their targeting towards, they can use that information to understand their customer. ]]> 2020-04-01 16:57:01 UTC https://padlet.com/40087992/hk811ean9ljy/wish/487213510 Maslow's Heirarchy of Needs 40087992 https://padlet.com/40087992/hk811ean9ljy/wish/487337237 In 1943, a man named Abraham Maslow, an American psychologist, published a paper called 'A Theory of Human Motivation'. In this paper Maslow wrote about the basic needs of a human being.
1. The basic need for bodily function - for this to happen we need to eat and drink
2. The desire to be safe - a secure knowledge that you will have food and water
3. The need for love, friendship and company
4. The need for social recognition - status and respect
5. It's all about fulfilment - doing the thing that you were put on the plant to do "an artist must paint"

Maslow's original theory was not in a triangle, it is now presented as a triangle with the five segments of the hierarchy of needs. ]]> 2020-04-01 17:48:37 UTC https://padlet.com/40087992/hk811ean9ljy/wish/487337237 Maslow's Theory - Consumer Motivation 40087992 https://padlet.com/40087992/hk811ean9ljy/wish/487389758 Maslow came up with the theory that everything we do is organised into a hierarchy. He stated that if the lower-level are not satisfied then you cannot move to the higher-levels, it is only when the lower-levels are satisfied that the higher-level needs become important.

Brands use Maslow's theory to understand their consumer, learning the psychological process of the consumer allows a brand to communicate to their target appropriately. The brand will lean if their consumer needs basic needs or esteem needs and will change their approach appropriately.

When looking at the different levels you can see where the various consumers would fit, for example, a consumer on a lower income will be more concerned about the basic needs such as; food, warmth and low-cost clothing, before they look at their esteems needs.]]> 2020-04-01 18:12:20 UTC https://padlet.com/40087992/hk811ean9ljy/wish/487389758 Maslow's Hierarchy of Needs: 40087992 https://padlet.com/40087992/hk811ean9ljy/wish/487434779 How Maslow's Hierarchy of Needs applies to fashion:

1. Physiological Needs - clothing covers our bodies and protects up from the elements such as; snow, rain and sun.

2. Safety Needs - when clothing is sold it has to be meet certain standards again flammability, clothing also can been seen as a type of protection.

3. Belongingness and Love Needs - some consumers see fashion and clothing a social thing and something to share with others, also it can be seen as wanting to belong and fit in.

4. Esteem Needs - some consumers want to be wearing the latest trends and the newest products, they want to feel good in their clothing and they want it to show a certain status.

5. Self-Actualisation Needs - this consumers feels that they can dress in a way that they are authentically themselves and they're clothes become an expression of them.]]> 2020-04-01 18:34:14 UTC https://padlet.com/40087992/hk811ean9ljy/wish/487434779 Engel-Kollat-Blackwell Model 40087992 https://padlet.com/40087992/hk811ean9ljy/wish/491222573 The Engel-Kollat-Blackwell Model or EKB model is a model to explain a consumers decision making process when purchasing an item or service. The decision making process is at the centre of this model and all other segments surround this which include:
- Input
- Information Processing
- Decisional Variables
- External Factors

Input:
The input section to this model is all about the internal and external stimuli, the internal stimuli would be the tv ad, radio, internet, word-of-mouth, social media etc and the external stimuli would be social/cultural normalities. As consumers and individuals we are being constantly exposed to these inputs, for example, a tv advert, the consumer will then start to process whether or not they need that item/ service.

Information Processing:
Once the consumer has been exposed to the input, they then start the information processing. They are now aware of the product/service and start to learn more about the brand/product/service and are that is becoming more well known to them. The consumer will then accept this product as something that will fulfil and need or want for them and they can accept this product/service. The information will then become retained in your memory in the case of wanting to re-purchase the product/service. The memory of the product then leading into the Alternative Evaluation part of the Decision Process.

Decision Process:
The decision making process started with the problem recognition, this is where the consumer will notice they have a need that needs to be fulfilled. Once this need is recognised the consumer will start to search and look for that particular product/service which will fulfil the need. This is where you memory comes into play as you may have already seen an advertisement for this product/ service that you are searching for. The consumer will then look at all the options and start to evaluate the variations of product/service, this is called Alternative Evaluation. The consumer will then make a choice of which one they want, purchase this product/service, the consumer with then have one of two outcomes, either satisfaction or dissatisfaction.

Decisional Variables:
The decisional variables are all the factors that come into the consumers mind when looking at different brands and various products. These facts can influence a consumer to go with one brand over another. However these are all personal factors to the consumer.

External Factors:
These are also things that can influence a consumers decision of product or brand, however the factors are external, therefore they are out of the consumers control. ]]> 2020-04-03 14:28:08 UTC https://padlet.com/40087992/hk811ean9ljy/wish/491222573 40087992 https://padlet.com/40087992/hk811ean9ljy/wish/491366456 2020-04-03 15:25:41 UTC https://padlet.com/40087992/hk811ean9ljy/wish/491366456 40087992 https://padlet.com/40087992/hk811ean9ljy/wish/517132914 2020-04-20 10:47:06 UTC https://padlet.com/40087992/hk811ean9ljy/wish/517132914 Gen Z & Millennials 40087992 https://padlet.com/40087992/hk811ean9ljy/wish/517161844 Just as brands have found what makes the millennials tick , a whole new generation is slowly emerging. For this new generation, when it come to digital shopping they'll build on the attitudes tat were first identified within the millennials. ]]> 2020-04-20 11:02:33 UTC https://padlet.com/40087992/hk811ean9ljy/wish/517161844 40087992 https://padlet.com/40087992/hk811ean9ljy/wish/517281720 2020-04-20 12:06:55 UTC https://padlet.com/40087992/hk811ean9ljy/wish/517281720 How Millennials are evolving 40087992 https://padlet.com/40087992/hk811ean9ljy/wish/517306062 This generation care about sustainability, they did a study with over 2,000 shoppers between the ages of 18 and 38. 46% of those people stated that they spend their time researching a brands ethical and sustainable standards when they buy from that brand. Gen Y care about equality which is very important to them. This survey asked how important it is for brands to show they care about equality whether is it through gender, race, age, sexuality etc and 77% said that is is very important.

For millennials mobiles and social media has become the centre for fashion and clothing purchasing. ]]> 2020-04-20 12:18:43 UTC https://padlet.com/40087992/hk811ean9ljy/wish/517306062 Millennials 40087992 https://padlet.com/40087992/hk811ean9ljy/wish/517341115 Millennials have been the subject of much scrutiny from the moment they arrived. They are the offspring of baby boomers and were born between 1981 and 1996. There are over 80 million millennials in the United States today.

Millennials are currently at the top of the demographic ladder as the currently control more that $600 billion in annual customer spending. Get Y are now every brands most important customer, to ensure these brands tailor towards this demographic they have to become millennial experts. ]]> 2020-04-20 12:34:21 UTC https://padlet.com/40087992/hk811ean9ljy/wish/517341115 40087992 https://padlet.com/40087992/hk811ean9ljy/wish/517354805 2020-04-20 12:40:27 UTC https://padlet.com/40087992/hk811ean9ljy/wish/517354805 Personalised Marketing 40087992 https://padlet.com/40087992/hk811ean9ljy/wish/533187530 In recent years personalised marketing has been at the forefront and one of the most efficient ways from brands and businesses to market. 86% of consumers say that personalisation has some impact on what they purchase; and one quarter admit personalisation ‘significantly influences’ their buying decisions.

Amazon is one of the best companies for personalisation, they use their large amounts of data to send personalised emails and offers. Amazon also use their data to give individual consumers suggestions for their purchases.]]> 2020-04-27 11:43:50 UTC https://padlet.com/40087992/hk811ean9ljy/wish/533187530 Personalised Marketing 40087992 https://padlet.com/40087992/hk811ean9ljy/wish/533188065 "34% of consumers would be motivated to promote their favorite brand online with content that’s relevant to their interests."

Brands combine consumer data with advertising technology, brands use data-driven campaigns to tailor content to their consumers. ]]> 2020-04-27 11:44:07 UTC https://padlet.com/40087992/hk811ean9ljy/wish/533188065 Defining the Millennial 40087992 https://padlet.com/40087992/hk811ean9ljy/wish/533294174 The definition of a millennial varies and is constantly changing, the word 'millennial' is often used as calling someone a 'young person'.
The term 'millennial' was introduced in 1991 as they decided on the label due to the fact these people would be graduating high school in 2000.

Millennials are also known as Generation Y, Gen Y, Eacho Boomers and Generation Me. ]]> 2020-04-27 12:32:47 UTC https://padlet.com/40087992/hk811ean9ljy/wish/533294174 Gen Y demographic 40087992 https://padlet.com/40087992/hk811ean9ljy/wish/533912576 Gen Y are the largest generation with a population of 92 million.
Millennials are..
- Very Well educated
- single (57% have never been married)
- Parents (1-in-4 millennials are now parents
- Minorities (more likely to be ethnic)
- City dwellers

Millennials are heavily influenced by their friends and family members. They love to travel and see the world. Millennials are extremely wellness-focused, they are into healthy living. Millennial shoppers prioritise discounts when looking into places to shop. ]]> 2020-04-27 15:44:40 UTC https://padlet.com/40087992/hk811ean9ljy/wish/533912576 Asos wins hearts of Millennials 40087992 https://padlet.com/40087992/hk811ean9ljy/wish/538891780 Brands and the media are obsessed with what entices millennials, this is due to the generation having a very high spending power. Asos offer the most 'millennial friendly style' and 60% of revenue was generated my millennials last year. ]]> 2020-04-29 11:51:47 UTC https://padlet.com/40087992/hk811ean9ljy/wish/538891780 How Asos use personalisation 40087992 https://padlet.com/40087992/hk811ean9ljy/wish/538936378 Smarter Navigation - When first going onto your are greeted with a gender neutral image then once you choose what gender you want to shop then when you next go onto the Asos website you will be greeted with the first generation you selected.

Digital Fit Assistants - When looking at products on the Asos website, when you go to select the size of product you want to get the 'fit assistant' will recommend the size to fir you. They collect data from your previous products to recommend the right size. To improve this they also give the option to put in your body proportions to get a better recommendation.

Recently Viewed - When browsing on the Asos website the site logs your recently viewed products and it allows to see them at the bottom of the page. This will allow consumers to go back and forth and look at the products while making the decision on what to purchase.

Your Very Own 'edit' - Asos will collect data on the products that you search for and your purchase history and create a suggestion list. They aim to narrow down items and show you products that they think you'll be highly interested in.]]> 2020-04-29 12:14:47 UTC https://padlet.com/40087992/hk811ean9ljy/wish/538936378 Sustainable Consumer Board 40087992 https://padlet.com/40087992/hk811ean9ljy/wish/541533618 This consumer is fashion forwards and likes to stay on trend. She tries to shop sustainably from brands such as the H&M Conscious line and Zara Join Life collection. She prefers to pay more money for better quality clothing that will last longer.

This consumer likes to use social media, she enjoys sharing her days with her followers. She shares the food she eats, her workout routines and her fashion picks.

This consumer is a creative person, her hobbies could include going to art galleries, photography, reading and writing.

This consumer is very mind and body conscious, they practice healthy living, they could possibly be vegan or vegetarian. She stays fit and healthy through eating right and working out.

This consumer enjoys travelling the world and experiencing different cities and countries. She enjoys seeing other people cultures and being adventurous.

This consumer lives and works in the city, she works within a creative field whether it be fashion, photography, journalism etc. She can work from home or the company office. ]]> 2020-04-30 10:30:42 UTC https://padlet.com/40087992/hk811ean9ljy/wish/541533618 Fast Fashion Consumer Board 40087992 https://padlet.com/40087992/hk811ean9ljy/wish/541582425 This consumer is fashion forwards and likes to stay on trend. She likes fast fashion to keep continuously up to date with the latest fashion. She shops from high-street and online retailers such as Nasty Gal, Asos, Pretty Little Thing, Topshop and Zara.

This consumer is heavily social media driven, she follows many influencers on social media and aspires to be one. She shares everything on social media and cannot live without her smartphone.

This consumer is a very social person and her hobbies include socialising with her friends, going shopping, going out for dinner and she enjoys doing creative make-up looks.

This consumer enjoys travelling with her friends to popular tourist attractions. She enjoys going to these places because they are great for taking pictures for social media.

This consumer has just finished her university education in a creative field, and she is starting out in her new career. She aspires to have her own brand and business one day. ]]> 2020-04-30 10:56:08 UTC https://padlet.com/40087992/hk811ean9ljy/wish/541582425 Consumer Behaviour Report Bibliography 40087992 https://padlet.com/40087992/hk811ean9ljy/wish/542193308 2020-04-30 14:56:01 UTC https://padlet.com/40087992/hk811ean9ljy/wish/542193308 Gen Y Survey 40087992 https://padlet.com/40087992/hk811ean9ljy/wish/542311712 This is a survey I completed with a group of millennials to understand them better, I wanted to understand their consumer behaviour better. ]]> 2020-04-30 15:32:39 UTC https://padlet.com/40087992/hk811ean9ljy/wish/542311712 Asos SWOT Analysis 40087992 https://padlet.com/40087992/hk811ean9ljy/wish/542672608 Strengths:
- Asos are a current brand that stay on trend
- Asos are an extremely diverse brand that represent everyone and anyone
- They sell many brands therefore they cover many different styles and peoples clothing preferences
- Online retailer that have next-day or same-day delivery, they also use Klarna for their 'buy now pay later' scheme
- They ship world wide therefor can reach very vast amount of people

Weaknesses:
- Asos is an online only brand therefore they cannot connect to their customers through a brick and mortar store
- When it comes to buying from Asos it can be difficult to decide what size to buy as you cannot try the garment on
- It is hard to know how good the quality of the clothing will be as you cannot feel it before you buy it

Threats:
- As online retail has become so popular in the last few years many other online retailers are emerging and become competitors to Asos, such as; Misguided, Pretty Little Thing, Nasty Gal
- Offline retailer are also a threat to Asos such as Topshop, Zara and River Island
- Due to trends on the high-street coming and going so quickly it can be hard for a brand like Asos to keep up with the evolving trends

Opportunities:
- Possible opening a brick and mortar store or pop-up shop could be a good opportunity for Asos to grow as a company and explore into different areas of retail
- Asos could look into having 'cyber' runways shows on their social media so Asos could go live on social media and showcase their new products for consumers to see
- Asos could possible have a concept store where they don't sell stock but can provide consumers with an experience]]> 2020-04-30 17:41:25 UTC https://padlet.com/40087992/hk811ean9ljy/wish/542672608 ASOS - Brand Overview 40087992 https://padlet.com/40087992/hk811ean9ljy/wish/542702432 As a brand Asos believe that they are 'Authentic, Brave and Creative' to their core. They focus on fashion to inspire young people to express themselves. They believe fashion thrives on individuality and it should be enjoyed by everyone.

The Asos mission is to become the world's number one destination for the fashion loving 20-something year old. Asos is unique and it is a place for people to develop their own style and to be inspired. ]]> 2020-04-30 17:53:54 UTC https://padlet.com/40087992/hk811ean9ljy/wish/542702432 Who is ASOS 40087992 https://padlet.com/40087992/hk811ean9ljy/wish/542711741 Asos is an online retailer that was established in 2000. Asos believe that their audience is unique and they contribute to LGBTQ+ activism, gender-neutral collections and believe in acceptance. Asos are a very body positive brand and this is executed in the models that they use and also the fact that they do not believe in digitally altering anyones appearance. ]]> 2020-04-30 17:57:50 UTC https://padlet.com/40087992/hk811ean9ljy/wish/542711741 Links used for research 40087992 https://padlet.com/40087992/hk811ean9ljy/wish/542749331 2020-04-30 18:14:13 UTC https://padlet.com/40087992/hk811ean9ljy/wish/542749331 Interview with Millennial (Interview Conducted with my sister) 40087992 https://padlet.com/40087992/hk811ean9ljy/wish/542973557 What does your everyday look like?
An everyday for me is work, after work I might meet up some friends and socialise or go to a friends house and chill out for the evening.

What types of brands do you shop from?
ASOS, Fenty, Missguided, Stussy, Puma, Vans
For everyday clothing I usually shop from online retailers however if I'm looking for clothes that is going to last a long time then I will spend a bit more and buy from places such as Vans, Puma and Nike

What are your technology preferences?
I use my phone and laptop every single day

How would you describe yourself?
I would describe myself as a creative, unique individual, one of a kind person who is very social and is kind a generous towards my friends. I have always been very creative and I paint as a way to express myself.

What do your hobbies include?
I enjoy going to raves with my friends and I love drum and bass music. I love to paint in my spare time and also walk my dogs. I love to travel and see different parts of the world and experience different cultures.

What does your living and work situation look like?
I currently live at home with my family however I am saving up from deposit on a house. With my work situation, I am currently fully employed by a media company and working my way up to become advertising manager.

How would you describe your style?
My dress style is heavy influenced by 90s grunge style, I like to wear flared trousers and platform shoes. ]]> 2020-04-30 20:10:27 UTC https://padlet.com/40087992/hk811ean9ljy/wish/542973557