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chapter 6 :

:: ANALYZING CONSUMER MARKETS

The aim of marketing is-to meet and satisfy target customers' needs and wants better than competitors. Consumer behavior is the study of How individuals, groups, and organizations select, buy, use, and dispose of goods, services, ideas, or experiences to satisfy their needs and wants, Studying consumers provides clues for improving or introducing products or services, setting prices, devising channels, crafting messages, and deve Toping other marketing activities. Marketers are always looking for emerging -trends that suggest new marketing opportunities. The metro sexual is one:

In the summer a f 2003, some marketing pundits proclaimed the existence of a new male market—the "mQtrc$exual"—which was

----defined as straight urban men who enjoy such things as shopping and using grooming products and services, Engfish soccer star David fleckhsm, with his carefully crafted fashion look, has been touted as the qufn-tessenti^/ meirosexuaf icon. He's not afraid to wear either nai/ polish or sarongs (off the field, that isj- One researcher estimated that 30 to 35 percent of young American men exhibited metrosexual tendencies, as evidenced in part by their purchase of products such as skin care cream and fragrances. Another study found "an emerging wave of men who chafe against the restrictions of traditional male roles and do what they want, buy what they want, enjoy what rhey want—regardless of whether some people might consider them unmanly." The emergence of this market has been a boon for

Brosn sorcer star David BecWiam is as well know for ins style as he is for tiis playing.

m men's grooming products, fueling the success of brands such as Uniiever's Axe, a fragrant all-over body Spray; The Body Shops "For Men" line, and U.K. drugstore chain Boots' newly opened Men's Zones.1

Successful marketing requires that companies fully connect with their customers. Adopting a ho fistic marketing orientation means understanding consumers—gaining a 360-degree view of both their daily lives and the changes that occur during their lifetimes. Gaining a thorough, in-depth consumer understanding helps to ensure that the right products are marketed to the right consumers in the right way. This chapter explores individual consumer buying dynamics; the next chapter explores the buying dynamics of business buyers.

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Salehoo Secrets and Tips

As with any web site, SaleHoo has a number of features that will help you in buying products from around the world. Once you have an account on SaleHoo, which only costs a one-time fee, you can establish up to twenty named searches for products. After that, any time those items become available, you’ll be alerted.

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