Consumer Behavior- Ethnographic Research on Victoria's Secret and Target
Ethnographic Research on Victoria’s Secret and Target
Kayla ****
BUS 3350
Kent ******
December 3, 2012
Ethnographic Research on Victoria’s Secret and Target The purpose of this paper was to observe the consumers of a retail store of my choice; I chose to observe Victoria’s Secret and Targets consumers, because I myself am consumers of those stores quite often, then to analyze the behavior of the consumers of Victoria’s Secret and Target. Victoria’s Secret and Target consumers differ because of the difference in type of retail they offer and sell. Victoria’s Secret consumers know what they are going to be shopping for women and certain needs or wants they are looking to satisfy. Target consumers shop for any age and any gender, in various departments that can satisfy needs and wants. Victoria’s Secret consumers are more likely drawn to the store based on hedonic motives compared to a Target consumer who is more likely drawn to the store based on utilitarian motives.
Victoria’s Secret One retail store I chose to observe was Victoria’s Secret at the Geneva Commons, in Geneva, IL on Saturday, December 1, 2012 at 11:30 a.m. Geneva Commons is an upscale lifestyle center, located in an area of higher income families, which is expressed through the stores that are open in the Commons. My first step into Victoria’s Secret I notice Christmas decorations, product advertisements, and pictures of models, I smell Victoria’s Secret Angel perfume, and hear Christmas music playing over the speakers, small talk, and the joy of consumers Christmas shopping. A really close friend of mine, Jackie Lesnick, is an assistant manager at the Victoria’s Secret in Geneva, and I asked her what is the target market for Victoria’s Secret and she responded with “mainly women ages 15 to 60. But another way we target the market is based on size, the average customer is 5 foot 4 weighting about 155 pounds.” This targets women who are slender and are more body conscious.
Customers
Kayla ****
BUS 3350
Kent ******
December 3, 2012
Ethnographic Research on Victoria’s Secret and Target The purpose of this paper was to observe the consumers of a retail store of my choice; I chose to observe Victoria’s Secret and Targets consumers, because I myself am consumers of those stores quite often, then to analyze the behavior of the consumers of Victoria’s Secret and Target. Victoria’s Secret and Target consumers differ because of the difference in type of retail they offer and sell. Victoria’s Secret consumers know what they are going to be shopping for women and certain needs or wants they are looking to satisfy. Target consumers shop for any age and any gender, in various departments that can satisfy needs and wants. Victoria’s Secret consumers are more likely drawn to the store based on hedonic motives compared to a Target consumer who is more likely drawn to the store based on utilitarian motives.
Victoria’s Secret One retail store I chose to observe was Victoria’s Secret at the Geneva Commons, in Geneva, IL on Saturday, December 1, 2012 at 11:30 a.m. Geneva Commons is an upscale lifestyle center, located in an area of higher income families, which is expressed through the stores that are open in the Commons. My first step into Victoria’s Secret I notice Christmas decorations, product advertisements, and pictures of models, I smell Victoria’s Secret Angel perfume, and hear Christmas music playing over the speakers, small talk, and the joy of consumers Christmas shopping. A really close friend of mine, Jackie Lesnick, is an assistant manager at the Victoria’s Secret in Geneva, and I asked her what is the target market for Victoria’s Secret and she responded with “mainly women ages 15 to 60. But another way we target the market is based on size, the average customer is 5 foot 4 weighting about 155 pounds.” This targets women who are slender and are more body conscious.
Customers
References: Babin, B. J. (2012). Cb4. (4th ed.). Mason, OH: South-Western, Cengage Learning.