Of the many factors that affect consumer buyer behavior, social responsibility is playing an increasing role. While there have always been companies that have Integrated "doing good" with corporate strategy, a new generation of activist entrepreneurs has now taken up the reins. The ones most likely to succeed are those who recognize that beyond just doing good, social responsibility can provide a powerful means for connecting with consumers.
For example, Wild Planet markets high-quality, nonviolent toys that encourage kids to be imaginative and creative and to explore the world around them. Wild Planet sells more than just toys. It sells. positive play experiences. To better understand those experiences, the company conducts a tremendous amount of consumer research through state-of-the-art methods to better understand consumer buyer behavior. Wild Planet even created a Toy Opinion Panel to evaluate current products and develop new product ideas.
After viewing the video featuring Wild Planet, answer the following questions about consumer buyer behavior:
1. Explain how each of the four sets of factors affecting consumer behavior affects the consumer purchase process as it relates to toys from Wild Planet.
2. What demographic segment of consumers is Wild Planet targeting?
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There are people all over the world trying to find ways to make money online. From stay at home moms looking to make a few extra dollars to college students and entrepreneurs, the allure of making your own hours and working from home or from the local coffee shop is very appealing.