Zumiez Consumer Profile Assignment PDF

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Zumiez Consumer Profile Assignment this assignment was written for business class...

Description

Danial Mohammadi October 3, 2018 Patak, S.

Zumiez Zumiez is a company which first debuted in the Seattle area in 1978. Since then, they have grown and expanded their products and services all over U.S.A. and Canada. Zumiez provides high end clothing, footwear, and accessories for skateboarding, snowboarding, and other active lifestyles. They are not a sporting goods store, however they sell products that people who are part of that culture tend to enjoy. They revolve their advertisement around current trends in teenager/young adult clothing, and provide according to those trends. They do not sell their own brand of clothing, however they are a reseller of many different brands including but not limited to: Thrasher Magazine, Obey, RipnDip inc., Broken Promises, and many more. In their stores, they also sell skateboards, snowboards, and accessories to them such as wheels, bearings, trunks, etc. Their competition is Hot Topic and American Eagle. Their prices vary on the product, however they tend to be a more expensive than other clothing stores. Their workers tend to be teens and young adults, so that it attracts customers of the same age range.

Consumer profile Zumiez’ consumers are middle class to upper class members of society, mainly unattached young adults aged 12 to 24 years. They appeal to men, women, also including those outside of the gender binary, as their clothing is not gender-specific. People who are interested in Zumiez’ products are usually those who skateboard, snowboard, and people who are part of the “hype” culture: people who enjoy keeping up with the trends of new high end skateboarding apparel and products. People of all ethnicities and subcultures tend to enjoy the products sold at Zumiez because they do not target any specific ethnicity/subculture. People who live an active lifestyle, especially those involved in action sports such as skateboarding, surfing, snowboarding, BMX, and motocross are main customers as well due to the brands that the company provides since the brands are popular in those sports, for example, Thrasher Magazine is a brand of skateboarding magazine which also sells clothing. Zumiez’ customers value adventure, boldness, recognition, and reputation because Zumiez attracts mainly teenagers, and teenagers enjoy the values above. The personality traits of the consumers of Zumiez products are extroverted since they are creative and outgoing, open because they follow trends in their peer groups and enjoy being social, valiant because they like to set trends and be courageous about making choices. Zumiez consumers live in the developed, urbanized, and modern area of the United States of America and Canada. They also must visit the malls often since Zumiez stores are only located in malls. Consumers desire “hype” clothing; specifically the newest and the best. They also desire aesthetically pleasing designs, as well as simplistic ones, and demand that the clothing be made with high quality materials since they will be using the products moderately/heavily, therefore want the products to last. The consumers are very loyal to the company because their store is the only place to purchase most (if not all) of the brands that the company provides. The consumer probably purchases from this company because of a heavy peer influence factor since they want acceptance from people who are higher in social status. The psychological factors faced by the consumers can be narrowed down to belongingness and esteem. Belongingness since they want to belong, and to be accepted by their peers, and esteem since they want to maintain a social status, or to feel accomplished and satisfied with their social status.

Demographics

Target Market

Age

People 12-24 years of age

Gender

Men/boys, women, and anyone outside of the gender binary.

Income Level / Social Class

Middle class, upper middle class, and the upper class.

Family Life Cycle

Unattached young adults

Culture (description)

Skateboarding, or the so called “hype” culture. People who enjoy high end skateboarding apparel and products.

Ethnicity/Subculture

Every Ethnicity is targeted, as the products are clothes, shoes, skateboards, and accessories.

Psychographics

Target Market

Lifestyle/Occupation

Action Sporting Lifestyle. Extreme sports such as skateboarding, surfing, snowboarding, BMX, and motocross.

Values

Adventure, boldness, recognition, reputation.

Personality Traits

Extroverted, open, valiant.

Geographics… where do they:

Target Market

Live

Canada / United States of America (modernized areas)

Work / Shop

The consumers must shop at malls, as nearly all of their stores are located within malls. It does not matter where the consumers work.

Behavioural Characteristics

Target Market

Features Desired In The Product

Target market is looking for high end

“hype” clothing, so that they can follow the current trend in teenager clothing. Basic features. They are also looking for “cool” designs, and that the clothing is made with good quality material. Usage Rate

Moderate-heavy as they are wearable items.

Brand Loyalty

Very, as it is one of the only places to physically purchase many if not all of the brand names that they provide.

Motivations For Purchase

Target Market

Social Factors

All of the factors. Especially peer acceptance, since the products conform to groups of people who are wealthier and have a higher social reputation.

Psychological Factors

Belongingness: Wanting friends and acceptance from peers. Esteem: Maintaining a social status, feeling accomplished and satisfied with their social status....