Satisfying the Market

Author: Shanin McKavish

First Authored: February 04, 2012

Last Revised: June 13, 2018

Introduction

Students will evaluate the impact of cultural factors on customers' needs, desires and satisfactions by learning about determining and establishing their target market. Students will analyze and use data to discover information about potential customers and a specific product. They will understand what is considered demographic versus psycho graphic customer information. Students will discover the different ways to find out information about their target customer and complete a market survey.

Related Instructional Objectives

Activities in this Lesson

Who's the Target?

Hooks / Set

 

Have word of day displayed while students are entering the room. Today's word is generation Y. Explain that many companies are specifically targeting generation Y as a customer group since they are typically large spenders.

After students have settled and are writing the word, show the first video, bleach commercial.

http://www.youtube.com/watch?v=Imz6jdTME0w&feature=pyv

Bleach commercial -

Ask the students:

Show second commercial, modern warfare.

Call of Duty 4: Modern Warfare - TV Commercial

Modern warfare commercial -

Ask the students:

Tell students that each product has a specific customer, no matter what the product. Let's take a look at some retail stores.

(Information is also in the lecture PowerPoint if you would like to use that as a guide)

Resources and Materials

Discover the Customer

Guided Practice

 

Divide the class into 6 equal groups. Provide each group with a print out for a specific store. These print outs can be completed at tables or posted around the room to get students up and moving. Each group of students will need to pick a recorder and a spokesperson for their group.

Explain that each group will provide specific information about the customer who shops at their assigned store. They have a few minutes to determine the required information; walk around and check to make sure each group understands what information they need to document. Many students do not know the store Talbots so double check this group to clarify the target customer.

After about 3-5 minutes, call time and ask each spokesperson to share their information with the entire class. After each group shares, clarify any confusing responses, add missing information, and expand on the group's information if necessary. Clarify that each store is targeting a specific generation such as generation x, y or z.

Resources and Materials

Satisfying the Market

Lecture

 

Ask students to get out a piece of paper to take notes during the lecture. They will need this information for future assignments and more specifically for their final retail project.

While going through the PowerPoint ask to provide input on each topic. Ask students about the areas included in both the demographics and psychographics prior to revealing the information on the PowerPoint. Interesting conversations can take place about different types of market search. Some students have participated in focus groups or surveys.

Resources and Materials

Market Research -- Consumer Survey

Independent Practice

 

Instruct students to perform their own market research by conducting a consumer survey. Students will each need to find a picture in a magazine of a fashion item, can be a garment, accessory or shoe. The item needs to be targeted towards teens. They need to take the picture and mount it on a piece of colored construction paper.

Provide each student with a copy of the consumer survey. Students will then take their mounted picture and survey with them as they interview 10 different students in the class. Hold a brief discussion about the survey questions and assignment, use this time as an opportunity to check for understanding. Students usually need a clarification about question #7, the difference between quantitative and qualitative information.

Quantitative means data they can count. Four respondants were female, six were male. Eight people liked the neckline on the dress. Qualitative is data that provides quality information and characterizes data, usually without numbers. It can be a reason someone likes something.This data is more descriptive in nature.

Students will need about 15-20 minutes to conduct their surveys then an additional 5-10 minutes to analyze their information. When complete have them turn in both the mounted picture and completed survey with results.

Resources and Materials

Survey Results

Closure

 

After students have completed the consumer surveys and analyzed their results, hold a class discussion about their findings.

Possible discussion questions: