For the survey that I took, my result were that I was categorized as an experimenter and a striver. I think that many people in my age group might fall into this category, but personally I do not feel like the striver fits me. The part about the striver is that money rules my life. I do not feel like I never have too much money. I use and work with what I have. I want a career over a transitional job. I am also not a very active consumer because I do not shop that much. Other than that I think the descriptions are pretty accurate. This profiling does have a good correlation with the target profile that we did in class. We listed the qualities our person might have in conjunction with what the retailer was.
Below is my result:
Experiencers:
Experiencers are motivated by self-expression. As young, enthusiastic, and impulsive consumers, Experiencers quickly become enthusiastic about new possibilities but are equally quick to cool. They seek variety and excitement, savoring the new, the offbeat, and the risky. Their energy finds an outlet in exercise, sports, outdoor recreation, and social activities.Experiencers are avid consumers and spend a comparatively high proportion of their income on fashion, entertainment, and socializing. Their purchases reflect the emphasis they place on looking good and having "cool" stuff.
Strivers
Strivers are trendy and fun loving. Because they are motivated by achievement, Strivers are concerned about the opinions and approval of others. Money defines success for Strivers, who don't have enough of it to meet their desires. They favor stylish products that emulate the purchases of people with greater material wealth. Many see themselves as having a job rather than a career, and a lack of skills and focus often prevents them from moving ahead.Strivers are active consumers because shopping is both a social activity and an opportunity to demonstrate to peers their ability to buy. As consumers, they are as impulsive as their financial circumstance will allow.
Retailers and their target audience:
1. Bee Beep Toys
From the store name itself, one can surely say that the target audience here would be young kids and teens. There are toys for almost everyone. The store sells games, arts and crafts, books, dolls, stuffed animals, and most anything you can think of toy wise. Their age agroup are between 3-15. The price range is affordable, and they make great gifts. The kid will most likely be middle schoolers that will shop here, who loves to play games, and are into artsy things.
2.PayLess
The target audience for Payless might be someone who earns an average income in the range of $25-35,000/year. Most shoppers are middle schoolers to young adult male and female age 12-35. Hence the store's title, the shoes are relatively cheap, but the quality is not the best. I go there to shop myself because they have flip flops and cheap purses. They will last me a summer season, which is all I need. Since Payless is a major discount retailer, they sell shoes at a very low price, with a variety of styles as well, but do not count on the quality because the fabric use is not of high quality.
Sources:
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