Target Consumer Behavior Analysis

We started to get more information on the toys and prices from Target since we considered it to be more of middle to upper middle class store. We initially thought of Target to be a lower-middle class and classify it to be similar to Big Lots. After going through the toy section in Target, we soon realized that the prices were way more than those at Big Lots. The variety and selection of toys Target had to offer were far more extensive than those at Big Lots. We started from the first aisle of the boy section and went through it to see what they had to offer. At first, we were able to spot easily how gendered the toys were. Boys toys were mostly boy, red or even black colored. When we got to the Lego aisle, the boy’s section had mostly action figures and superheroes. It took us about 8 aisles to go through until we had reached the girls section. We knew we were entering the girl’s section by the way the colors were displayed and the specific colors of pink, purple and light blue they had used. The girl’s aisle was mostly filled with princess themed toys like costumes, princess dolls and princess products. Even in the Lego aisle
for girls they had a specific color of pink or purple to define their toys and the toys were like princess themed or involved dolls. Another thing we noticed while being in the toy section was how many aisles were available for the boys compared to the girls. In total we counted there to be about 11 aisles and the boys section was about 8½ just alone. This didn’t include the toys for infants and board games. The prices for the toys in Target seemed to be a little pricey but not too much. Most of the toys at Target were named brand so we naturally expected the toys like Disney or Marvel toys to be pricey compared to the toys like at Big Lots. We did notice some price difference between the boy’s toys and girl’s toys. For example, the Legos for girls were just a bit higher in price than those for boys. Even though both had the extract same amount of pieces, we noticed the girls colors were different. They included pink and purple in the girl’s Legos that caused the price increase.
The second toy store we went to was a place called Wishes down the a couple stores from target itself.
This store was considered more upper middle class because of the quality of toys they had and the prices. For example, they also had Disney products but they weren’t like dolls. Instead they were coloring books, puzzles or even art supplies. They had a lot more gendered neutral toys like costumes that featured both girls and boys. Also more puzzle, thinking and creative outlet toys for children. The prices for these toys were way more expensive ranging from 30-70 dollars. The toys also featured more pieces I them which also determined a factor in the prices. The more pieces something had they more the price would range from. We later found out the store is actually a family owned business and wasn’t part of a chain or anything like
Target.