I was recently given a very interesting task in my Market Behaviour class, while on a short field trip to a local Chapters. My classmates and I had the chance to pick and observe one target consumer within a certain age range. We were to take notes based on the persons appearance, interests and overall behaviour, and this is what I found!
The women I observed was alone and looked to be in her early thirties (generation x). She spent a majority of her time in the dietary foods and healthy living sections. While she was walking around, she paused in a section displaying athletic bags and bottles. This, combined with her physical appearance – athletic wear and a Lulu Lemon shopping bag, prompted me to immediately believe she a women on her way to changing her current lifestyle.
My motivation for selecting this particular consumer was simple. I chose her because I valued the fact that she was actually taking the necessary steps towards accomplishing better life based habits, such as eating and exercise, which is something I would love to be able to do myself. Just by seeing her style, interests and demeanor, I could tell she was a powerful women on a mission to find some inspirational culinary literature.
The consumer I focused on ended up purchasing two cook books related to health conscious meal preparation. The title of one book I noticed her looking up, was Sweet and Savory Fat Bombs. She ended up purchasing this along with another similar book. Based off of these purchases, I decided to pick up the magazine Clean Eating to represent something she may be interested in.
After looking through this magazine, I knew that the version of The Self it aligns with really depends on the reader and what their motivation to change is. For example, someone looking to get fit in order for others to recognize them, or for a change in social status, aligns with the looking glass self. If the change is personally motivated and based on wanting to feel good about ones self, it would better align with the mirrored self and personal body image. In both cases the outcome would be an ideal.
Another part of our task was to take the magazine we purchased and find two advertisements that might interest the consumer we targeted, while keeping with the overall theme of the magazine. The first ad I thought was suitable came from the brand Omega. They advertise juicers which are a great way to make quick and easy beverages that are full of nutrients. This product is very on brand with Clean Eating magazine.
The second advertisement I chose to coincide with the magazines brand and the consumer, was from VegiDay. This is a company that produces all natural protein powders, oils, snacks and bars. They focus on “promoting a healthy planet, one bite at a time”. I think these products align heavily with the consumers interest in fitness and health, when integrating them into ones everyday lifestyle.
Throughout this experiment, I came to believe my consumers reason for purchase was primarily apathetic. I think this because she seemed in a hurry while doing research and spent a total of about 15 minutes in the store. Her overall shopping orientation was based on the motivation to either begin or continue on the path of a healthier lifestyle. This led her to purchase multiple products. She seemed confident and focused on finding what she wanted.
I really enjoyed this experiment overall, because I felt like when observing someones behaviour, even for a short while, it gave me a lot of insight into who they are as people. It’s amazing how quickly you can learn about someone based on their purchase behaviour.