Explain how each of the four sets of factors affecting consumer behavior affects the consumer purchase process as it relates to toys from Wild Planet
Consumers’ behaviors and purchase processes are affected by cultural, social, personal, and psychological factors. In terms of cultural perspective, the target market of Wild Planet is composed of parents and their kids in San Francisco; thus, the products of the company must agree with the American culture, which promotes independence and freedom. Wild Planet continues to provide its customers not only toys but also positive experience products that enable kids to exercise their creativity and imagination.
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In terms of social factors affecting customers’ purchasing behaviors, the research team of Wild Planet found out that peer pressure and the schoolyard buzz notion play important roles in a toy’s attractiveness to customers. When one kid is seen with a new toy that is deemed cool, other kids may feel the pressure of getting the same toy. In most cases, the notion of schoolyard buzz can be observed in kids’ actions where each kid wants to be the first to own the latest toy; thus, competitions may occur among kids.
Competitions promote the attractiveness of Wild Planet’s products and push the company to produce more innovative, imaginative, and interactive products. Also, another social behavior observed among kids is the notion that if the most popular kid in a group owns a specific toy, such a product is deemed cool in the group, and the other kids are pressured to buy the same toy in order to be part of the craze. Toys can be personal for kids; thus, personal preferences must be considered in the making and marketing of toys. In recent interviews conducted with kids who visited the store, Wild Planet found out that toys are being showcased by kids.
The difference between the purchasing behaviors of girls and boys can be attributed to the trend of growing older younger. Girls tend to graduate from their toy craze stages earlier than boys. Boys love to take their gadgetries out of their respective boxes while girls prefer to have their toys covered. Another factor affecting girls’ choices in buying toys is the attractiveness of the toys’ physical appearances because girls like to display their toys in their rooms for guests to appreciate.
Lastly, the psychological factor in buying gravely affects the sales of Wild Planet. The company tries to understand the preferences of its customers in terms of toys; thus, they continuously improve their products to satisfy their clients’ wants and needs. The creation of positive experience products promotes kids’ imaginations, thus appealing to parents for Wild Planet’s products may help develop and enhance kids’ cognitive processes. With such a notion in mind, parents and children are eager to avail toys from Wild Planet because doing so may benefit them.
What demographic segment of consumers is Wild Planet targeting?
Wild Planet conducts extensive researches to satisfy the preferences and needs of its target market, which is the children and their parents of San Francisco. The products of Wild Planet encourage children to be creative and imaginative; thus, the company makes innovative products to appeal to both parents and their children.
How does the website help consumers through the buyer decision process?
Wild Planet’s website is very helpful because it categorizes products according to brand and age. It has also categories on its website where bestsellers and award-winning products are the showcases. The website also provides product descriptions to help parents decide if a product is suitable for their children.