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Target Consumer Group Report and Shopping Behavior Introduction This report discusses the target customer group selection for the "New Asian Heights" PRIZM segment. It will explain why this group was chosen, assess two Yorkdale Mall target groups, and determine which one is more promising. The assessment will also consider the competitor count and how internet and social media purchasing affects the retailer's potential. Targeting Consumer Groups I chose the "New Asian Heights" PRIZM segment because of its ethnic diversity and moderate-income level. My footwear retailer's items are suitable for them. Cultural diversity matches our dedication to offering footwear for different cultures. Additionally, their moderate salary shows they can afford our retailer's quality footwear. Nike targets middle-aged consumers with disposable cash and younger audiences to expand and build brand loyalty. Besides, Nike does not target by race, ethnicity, religion, or class (Carmely, 2023). Target Group Analysis for Yorkdale Mall At Yorkdale Mall, my retailer has two targets Group A and Group B. Group A has 52,941 members, while Group B has 11,656. However, both the amount and level of involvement must be assessed. Group A, consisting of 169,987 individuals who shopped based on media activities, and Group B, which included 37,521 shoppers engaged through media activities, provide valuable insights. These findings indicate that Group A, being larger and more engaged with my store, emerges as the preferred target group. Their higher engagement reflects a stronger connection to my retailer, making them a more promising target for my marketing efforts. Analyzing Competition In my competitive analysis, I found that Group A had 4,501 individuals shopping at all stores, while Group B had 3,358 shoppers. Both groups exhibit engagement with their competitors, highlighting the market's competitive nature. To attract more customers, especially from Group A, which boasts many shoppers, my retailer must formulate distinct strategies to set it apart from its competition. When considering online and social media shopping, monitoring customer engagement in these activities is crucial. A substantial index in online and social media shopping suggests changing consumer behavior and the growing trend of digital retail. To maintain its competitive edge, my retailer should establish a robust online presence, utilize social media for marketing purposes, and effectively implement targeted advertising campaigns to reach potential customers through these evolving channels. Conclusion I chose the "New Asian Heights" PRIZM segment for its ethnic diversity and moderate income, which match my retailer's diverse products. Yorkdale Mall's main aim is Group A, with its greater count and engaged shoppers. Competition counts must be monitored and adapted to evolving customer behaviors, notably online and social media shopping. My store can maximize success by targeting consumer groups and adapting to market conditions.

Report on Target Consumer Groups and Shopping Behavior at Scarborough Town Centre In selecting the right consumer groups for Scarborough Town Centre, I conducted a thorough analysis. We assessed age, gender, and income to ensure they aligned with our product range. Simultaneously, we examined consumer behavior, covering shopping patterns, lifestyle preferences, and purchase history. This comprehensive approach allowed us to tailor marketing strategies to match our target consumers' shopping habits and preferences, ultimately identifying potential product enthusiasts. Consequently, my retailer's best approach would be to market sports gear and wellness items to fitness enthusiasts and health-conscious individuals. This approach was driven by the goal of maximizing marketing effectiveness and aligning product offerings with the interests of our selected target segments. My products and marketing techniques were fine-tuned to enhance consumer engagement, boost sales, and elevate overall satisfaction. Targeting Consumer Groups Analyzing Scarborough Town Centre's target groups revealed two distinct categories: Group A and Group B. Group A, with 4,501 individuals, and Group B, with 3,358 members, required a detailed examination of their characteristics and behaviors to determine their promise. Group A had a competition count of 1,745, while Group B had 1,593. These figures indicated a lower level of competition engagement than Yorkdale Mall, suggesting potentially less intense competition at Scarborough Town Centre. Additionally, both groups strongly preferred in-store shopping regarding online and social media behavior. Analyzing Competition The competition dynamics at Scarborough Town Centre presented an opportunity for my retailer. The market appeared less saturated with a lower competition count and index, creating a favorable environment for establishing a stronger presence. This observation was corroborated by the customer shop online/social media count and index, emphasizing the growing shift toward digital retail (Solomon,2020). The higher count of customers engaging in online and social media shopping underscored the need for my retailer to invest in a robust online presence, effective social media marketing, and targeted advertising. In conclusion, both target groups at Scarborough Town Centre exhibit less competition than Yorkdale Mall, indicating an opportunity for my retailer to enhance its presence and attract more customers. Although Group A is larger, both groups show promise. To optimize our success, our retailer should focus on creating an appealing in-store experience, encouraging in-person shopping, and maintaining a modest online presence for potential online shoppers. This multifaceted strategy allows us to leverage these insights for a well-rounded retail approach tailored to Scarborough Town Centre's unique dynamics.

References Carmely, M. (2023, June 5). Nike Target Market Segmentation – Customer Analysis & Marketing Goals for 2022 . Start.io - a Mobile Marketing and Audience Platform. https://www.start.io/blog/nike-target-market-analysis/ Solomon, M. R. (2020). Consumer Behavior: Buying, Having, and Being. Hoboken.

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