Question

Topic: Customer Behavior

Cusomer Behavior In Mass Market Retail

Posted by Anonymous on 3/22/2010 at 5:52 PM ET 250 Points
When proposing my question I assume that it is a given that consumers purchase based not only upon functional benefits but also upon self-expressive and emotional benefits.

Do you believe that individuals who shop in the mass market retail sector would respond to a rebranding of the shopping experience? Or do you believe that individuals would only respond to a rebranding of the actual products rather than the experience?

Do you believe that the atmosphere in mass market retail correlates to the emotional reasons that individuals purchase products? Could one potentially drive profitability by enhancing the experience?
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RESPONSES

  • Posted on 3/22/2010 at 6:29 PM Moderator
    I think there is evidence that individuals who shop in the mass market retail sector DO respond to a rebranding of the shopping experience.

    Examples: Club stores (e.g., Sam's, Costco, BJs, etc.), Big Box stores (e.g., The Home Depot, Loew's, etc.), some mass merchandisers (e.g., Target), and others.

    Am I not understanding your question? This seems fairly evident to me, but maybe I'm not really addressing the question you're asking.
  • Posted on 3/22/2010 at 6:47 PM Author
    Yes, my question is basically do mass market shoppers respond to a rebranding of the shopping experience or not.

    You gave a number of examples there. Can you elaborate on them? How did those companies change the experience, and were they successful or not?
  • Posted on 3/22/2010 at 6:56 PM Moderator
    What is the purpose of your question? How will you use our responses?

    You're now asking for a much more complex response than you asked in the initial question, and the way we approach it will depend on the expected use of our responses.
  • Posted on 3/22/2010 at 7:10 PM Author
    As an undergraduate student, I am currently enrolled in a presentations course which requires an individual come up with a recommendation for a company. The project is purely hypothetical and will carry no commercial value. I wanted to use this question/forum as a place where I could bounce ideas off of credible marketing professionals just to see if the idea is viable for the purpose of my presentation. Does that help? Thank you for your time.
  • Posted on 3/22/2010 at 7:25 PM Accepted
    Your follow-up questions, in my opinion, go beyond what we normally do here. We have a policy against doing homework. However if you want to provide YOUR analysis and thoughts we will gladly react and guide you.

    It seemed odd that you asked for elaboration on examples that have become almost iconic for the way they changed the retail experience.

    YOU do the original thinking and we'll react/comment.
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