Buyer behavior ideas from theory applied to solutions

In our group we studied the buying behaviour of our target group “trendy young adults” through different kinds of ways. We did for example a mind map and defined the needs and different kinds of information about the trendy young adults using the four P`s. We also compared our target groups buying behaviour with other segments such as students. The main opinion in the group was that price sensitivity varies a lot depending on how much money you have. It was also our common opinion that the Turku born people are quite loyal to their own kind, meaning other Turku born citizen and entrepreneurs. By this we mean and a customer maybe prefers to go to a smaller local shop to buy things even if it costs a hint more, instead of going to a big warehouse like Wiklund where the money goes to a big corporation. Another problem we thought of was that maybe the young trendy adults are not even aware of the fact that Wiklund also offers brand clothing. The warehouse is mainly targeted to elder women which why younger customers maybe think that there is nothing for them but this is untrue. That is why we thought of the four P`s again and especially about the promotion part and decided to pitch the idea of Groupon as one of our solutions. With groupon young trendy adults could get offers from Wiklund and learn that they also sell brands and with groupon they could even get a reasonable discount if the purchase the product from Wiklund.   

- Jonne

Customer behaviour through shadowing

Customer shadowing was in my opinion the easiest way during the course to really find out what the target customers did and bought, but it was also time consuming as you end up following random people for several hours.

The main idea of shadowing is to get an actual idea of what your target customer is doing out there. This means how he behaves, what he buys, how much time does he use, is he confident or just looking around and other important things. In other words to get a better understanding of your customer segment. I did the shadowing a few times at Sokos Wiklund by only sitting on the benches and watching how people of our target group “young trendy adults” behaved when they did their shopping. However I quite fast discovered that in order to get a better understanding of their buying behaviour I had to follow them all around. So I also followed some people around the city center from one store to another, from cafes to Hansa shopping center and so on. As I did the shadowing myself and for example together with Tomas we got the understanding that young trendy adults know what they want and that is mainly quality brands. Our suggestion would have been to have a wider selection of brand clothing for example. By this we meant for example to have more of Diesel jeans in more colours, sizes etc instead of having just a few products of every brand as it is right now. 


 
 Some notes after doing shadowing with Tomas.


   
- Jonne