Shoplifting

Shoplifting may not be the first thing that comes to mind when one thinks about consumer behavior. However, I thought it was in interesting twist on consumer behavior. There is something driving a consumer to shop lift. Although the consumer is not consuming the product in a way that benefits the producer (through cash), they are none the less still consuming.

There are a different factors that  drive consumers to shoplift. For some it is because they cannot afford a product, but for others it goes much deeper than that. Shoplifiting is a real problem in America. In fact, there is a website for shoplifting prevention. Facts on this website claim there is no profile for a shoplifter. Meaning, any one is a potential suspect in the store.

What consumer behavior theories result in shoplifting? Perhaps you could tie it into Maslow's Heirarchy in the need for acceptance. Products become a part of the extended self, perhaps people allow certain products not within their means to define them that they resort to shoplift. But, perhaps its more than that. It's a thrill seeker.

Whatever it is that causes shoplifters to commit the crime is interesting in all aspects to me. There are deep psychological factors behind the reason one commits the crime.

A Trip Down Memory Lane

Do you remember toys from your childhood? As I sit down to really think about the products I just HAD to have as a child, it sure brings up many memories. Some of my favorite childhood products included:

• Hiccuping Baby Dil
• My Size Barbie
• Barbie Fashion Avenue
• Huffy Bikes
• Furby
• Socker Boppers
• Gak
• Giga Pets
• Bop It
• Pokeman Cards

I was convinced this thing was alive. I remember putting it on my light up tracer and it said "light", I was instantly convinced. Santa forgot where he hid this so I got it a few days after Christmas. 

Remember the farting noise you could make when you pushed the Gak into the narrow parts of the container?

This list could go on and on. It makes me really wonder how I ever convinced my parents to get me all these toys. Perhaps it was through nagging? Well, whatever it was, it worked. 

Donations



Talking about Non-Profits in my Social Entrepreneur class and working in a Non-Profit has me thinking a lot about donations. Research shows that 80% of donations come from individuals. So the question here is what makes people donate? The answer to this question is highly related to consumer behavior.

Do you donate to a non-profit? Whether it be time or money, there is a driving factor that causes people to donate. I'd say that although donating gives the donor a warm fuzzy feeling, there is more that goes into the decision about who and how much to donate.

My most recent donation was to an organization that I cannot even recall the name. I was walking through the Student Union Building (SUB) and someone grabbed me and gave their pitch for their organization. I let them talk them donated without even asking further questions. How did I make such an impulsive donation?

Was I feel generous or did I really connect with their mission? Well, based on the fact that I barely remember the mission, I'm assuming I was feeling generous. But, this is not what keeps people donating.

People work hard for their money and can be selfish when spending it, yet many don't hesitate to support a local non-profit. Especially when the organization manages connect to the donor on a personal level. Or, when the organization shows a real impact in the community. I was told by a professional fundraiser that, "people donate not because an organization has a need, but because the organization meets a need." I think she nailed it. People donate to make a real impact.

Grocery Store Avoidance

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I can openly admit that I avoid grocery shopping at all cause. I get so overwhelmed in the grocery store. Grocery shopping is a skill that I'm lacking in. It takes experience and cooking knowledge to have a successful trip to the store.

Ideally, a consumer grocery shops about once a week to get food that they are committing to eat for the next week. I bounce around from isle to isle trying to find things. I never know the best way to go about the trip. Ideally, it makes most sense to know what you need from each isle and work your way through the store. But, when you never know what you want or where it is a problem develops.

Just writing this is making me frustrated. If I were to be observed in a grocery store for market research it would become very obvious to the researcher that I'm a complete idiot in the store.

Then, once I decide on something I need, it doesn't reach my basket until I've carefully compared prices with every item on the shelf. Even when it makes it in my basket, I still manage to pull things out at the end.

The worst part of the whole trip is checkout. The dreaded mess of people in the front of the store all waiting to check out at the same time. How is it that when walking into the store there is no one at the checkout, but when its time to checkout, the lines are packed. After patiently waiting in line, sometimes even to service yourself (Self-checkouts could be a totally separate rant), the total appears on the screen. Ah! I hate that part. How is it that 10 items add up to $40?

Evidence that I'm not the only one who feels the pressure of grocery shopping is all over the place. There are even grocery list apps available for smartphones--perhaps this is yet another reason why I should finally bite the bullet and get one.

Although I'm aware that grocery shopping is something I will always have to deal with, I don't think I will ever like it. As a matter of fact, I think I will add grocery shopping as a criteria when choosing a husband. Until then, happy shopping to me and all the other gorcery shopping haters out there!

Limited Time Offer!

When you see a sign with the magic words "limited time offer!" what emotions do you feel? Exited, intrigued, anxious? One thing for sure is that the phrase sure puts a sense of urgency on the purchase.

Some examples of "limited time offers" are:

McDonald's Shamrock Shakes

"Droid 3 Free" at CellularPlus

Sierra Mist Cranberry

All three of these offers have put urgency on the consumer to purchase the product in a timely manner before it's too late. In fact, creating a limited time offer that works is an art. Limited time offers are especially effective when they are within a short time frame and are able to offer an exclusive product.

Limited edition cars have done an excellent job at mastering this "art" form. Let's take a closer look and consider the Eddie Bauer edition Ford Expedition from way back in day. Ford only created a limited amount of Expeditions with the Eddie Bauer interior. This tactic is a combination of piggybacking and limited time offer. This has been a successful technique used in car sales.

Limited edition products that can be portrayed as exclusive help motivate consumers to buy. When a consumer wants to be different or stand out from the rest, they may be more inclined to buy an exclusive, limited offered product.

When you think about it, sales are limited time offers that consumers jump all over. It is a marketing technique used to get people to buy NOW. Just think about it, when you only have one week to get a product on sale, you are more inclined to purchase now as opposed to later.

Vacation Spending Mentality

There is something that changes in the mind of a consumer when they find themselves on vacation. Vacationers somehow are able to justify spendier purchasers with a few simple words, "It's okay, I'm on vacation."

With Spring break now being over, I'm sure many people are cringing as they look at their bank accounts now that we are all back to reality.

Looking for some great examples of these lavish spendings? Oh, I got you covered.

• The Ridiculously Priced Drinks--most people would laugh when they look over a drink menu and see a $14 margarita, however, when on vacation..."It's okay, I'm on vacation".

• The Steeply Priced Activities--in a regular week, the idea of paying $70 for a half hour zip line ride is outrageous, but when on vacation..."It's okay, I'm on vacation".

• The $30 "Must-Have" T-shirt--back home a lame cotton t-shirt with a funny phrase is hardly worth $15, but when on vacation... "It's okay, I'm on vacation".

It's a reasonable argument to state that everyone has been guilty of the vacation mentality. The best of all marketing techniques is to continue to remind the vacation mentality to tourists when attempting to sell an overpriced product.

Welcome back everyone!

Allegories Defined

An allegory is a story about an abstract concept personified in a fictional character, such as a person, animal, or plant. Marketers have used these characters in branding for a long time. I would like to take the pleasur to define popular allegories from my view point.

Mr. Peanut

Mr. Peanut is the spokesperson for Planter's Peanuts. He represents a friendly, healthy man. He is limber and classy. This translates to consumers that Planter's Peanuts are a healthy snack. They are classy. Also, the fact that Mr. Peanut himself has not changed too much over time shows consumers that the product is consistent as well. The brand did it right the first time, so it hasn't had to change much.                      

 

Snuggle Bear

Snuggle Bear is the spokesperson for Snuggle fabric softener. Just looking at him makes you want to cuddle. He is so soft and cuddly. He is a sweet little companion. Snuggle represent the exact qualities that the product of Snuggle offers. The brand is a familiar friend that provides comfort.

Michelin Man

The Michelin Man is the spokesperson for Michelin Tires. He is a cool, strong, man. I'm not sure if he's covered in padding or muscles, but he looks tough and safe at the same time. He is a reliable friend. Michelin has used the Michelin Man to portray this same image to consumers about its tires. They are reliable, tough, and keep you safe. Just like all that padding around the Michelin Man.

Mr. Clean

Mr. Clean is the spokesperson for Mr. Clean cleaning products. He is a squeaky clean kind of guy. From his perfectly white shirt and eyebrows to his sparkling shiny head, he is all around clean. Not only is he clean, he is also strong and a bit rebellious (judging off the gold hoop in his ear). The brand has used Mr. Clean to represent its products. He represents the quality of their product. When consumers are deciding what brand of cleaning products to use, the familiar face of Mr. Clean helps make the decision easy. 

Whether allegories work or not, I find them fun to define. Next time you find yourself feeling a personal connection to an allegory, take a minute to laugh at yourself and think of a marketer.