Soccer moms Jessica Aguilar Alana Durmer Nicole Glenn Joy Sprink: Consumer Behavior
Definition • An American mother living in the suburbs whose time is often spent transporting her children from one athletic activity or event to another. http://www.yourdictionary.com/soccer-mom • A middle-aged upper middle class woman (usually white)and lives in the suburbs who devotes her life to her children. She carpools, drives them to soccer and little league, volunteers at their school, does snack days, and play dates. http://www.urbandictionary.com/define.php?term=soccer%20mom&defid=1495877
Target Market Customer 2: Escondido, CA Customer 1: Target • Mother with two sons, about 12 and 7 years of age. • Wearing capri pants, flip flops, t-shirts, large boho bag. • Shopping for boys clothes, food items, hangers. • Busy juggling kids, older was quite and obedient, the younger one threw a tantrum about candy at the checkout. • Driving a brand new Lexus, SUV. • 3 girls: ranging from 3rd grade to 7th grade. • Dropping off the youngest two at Kumon, the oldest at piano lessons. Then going to dance practice for the youngest. • Picking up food on the go for dinner (each one wanted a different place). • She was fashionable in Rock and Republic jeans, cute flats, and a flattering top. Her hair was long brown with it straight around her face.
Target market Customer 3: Target, San Diego • Young mom, with a daughter around 9 to 10 years old. • Mom was drinking Starbucks coffee, dressed in American Eagle jeans, a cardigan, scarf, and flats. Hair was down natural and wavy. • Shopped in different departments such as: shampoo, freezer food, snacks, women/girls clothing sections. • Bought: magazines, shampoo, frozen pizza and vegetables, gummy snacks, mascara, and dresses for both the mom and daughter.
Research What we found Initial Thought/Assumptions • Stay at home mom. • Her children were her main focus. • Drove a minivan. • Was not fashion savvy. • Middle Class. • Age Range: 30-45 • Involved in children’s activities. • Watched Sitcoms and family oriented shows. • Married, working women. • Involved with their children’s lives. • Drive mostly SUV’s and minivans. • Age Range: ranged from 25 to 40 and above. • Are not budget conscious. • Technology savvy. • Media Consumption: Television and Internet. • Enjoy dressing in the latest fashions.
Survey results Current Occupation Age Range
Survey results Type of Cell phone Media Consumption
Survey results Shopping for Necessity Products Vehicle
Survey results When shopping for their children When shopping for themselves
Survey results Budget Location for shopping
Media consumption About the show The Middle • Husband, Wife, and there 3 kids living in Orson, Indiana. • Struggling to make ends meet, while raising teenagers and a unique son, all while trying to keep their marriage alive. • Comedy.
Nissan Quest http://www.youtube.com/watch?v=URsBTs3k7iA Olay Product placement
Nissan quest • 2011 Dodge Caravan R/T the “man van.” “When you sit behind the steering wheel you will feel you are driving a sports car,” the Wall Street Journal quoted a Chrysler rep as saying. “As long as you don’t look behind you, you forget you are driving a minivan.” • 2004 Nissan came out with their first Quest call it, “sexy mom” minivan. • “Since style, performance and status aren’t on the minivan shopping list, they have to shine in less glamorous areas: safety, utility, and options.” • “Minivans for families -- what a concept!” http://thewheeldeal.blogs.fortune.cnn.com/2011/03/04/2011-nissan-quest-3-5-le-in-the-minivan-mainstream/
Media consumption Product Placement Extreme Makeover Home Edition • Sears • Ford • Pella Windows • Kenmore
Media consumption The Blindside • Memphis Tennessee- very different than mothers anywhere else • Well dress • Gucci sunglasses • Toy Watch • Designers clothes were use throughout the whole movie some: • Vera Wang, Gucci, Oscar De La Renta and Jimmy Choo • ElieTahari, Catherine Malandrino and RedValentino. • Cars • BMW model 750Li (E66) • Audi SUV
Stores Designers Kohl’s • Well priced products, and a variety of fashion for everyone in the family. • Soft music playing in the background. • Bright and cheery feeling. • Promotions and advertisements everywhere. • Candies (Celebrity endorsements) • Vera Wang • Lauren Conrad
Stores What it brings to the table • Great quality with affordable prices for every budget. • Comfortable yet fashionable at the same time. • Environment: calm, soothing with organization of colors and styles. • Lighting allows you to see merchandise clearly. • Should maybe add a signature scent to capture consumers.
stores Environment • Plays upbeat music depending on the section of the store you are in. • Fresh, floral scent upon entering. • Feeling of status, employees are willing to help. • Lighting is bright, the floor plan is open. • Always the right temperature. • Nordstrom Café and the coffee bar enable you to explore your hunger.
stores Environment • Friendly employees, they get to know you. • Easy to find products. • Fresh, clean scent. • Organic products. • Pre-cooked meals for moms on the run. • Televisions throughout the store with recipe ideas and demonstrations. • Smell of fresh baked chocolate chip cookies.
Product opportunities Planners/Agendas • Planners are a moms best friend. • Either a handheld planner, or one for the wall with each child’s name and certain activities that need to be done that week.
Product opportunities Trunk Refrigerator • All moms on the go need this. • Allows you to have a fully stocked refrigerator in the back of your vehicle that can be built in to save space. • Will hold up to 6 water bottles or other drinks your children love. • A place for healthy snacks that need to be kept cool. • Placed in a location that is perfect for kids to grab and go.
Product opportunities Central vacuum system in vehicles • Kids are extremely dirty when picking them up from school, or even soccer practice (muddy shoes). • You plug in your vacuum in a specific outlet in your car, and go to work cleaning. • When done, fold it up and put it underneath the carpet in a tiny safe compartment. • All the mess that you just cleaned up is now in a small bag in the same compartment where the vacuum is kept, you empty it whenever need be. • Fast easy, and you don’t have to lug out your home vacuum to do the job! • All new cars, should invest in this.
Product opportunities Itinerary in your vehicle • Plug your phone into your GPS (unit) and all of your appointments for the day are displayed hour by hour. • This allows you to see what needs to be done, and at exactly what time.
Product opportunities All in one cleaning product • No more searching for a product that cleans sinks, wood, or even tile floors. • All in one cleaning product is one bottle, that allows you to clean anything and everything in a timely manner. • This cuts down time looking for each specific cleaning product. • Another great feature: no more fake smelling products, they will smell fresh as well as be disinfecting.
Product opportunities Smart phone application and stand • An application for any smart phone that scans the flied and records all action during a soccer game or any other game. • Allows you to have your hands free to cheer, and enjoy the game rather than spending all your time holding the camera. • Special plug in feature allows you to plug your phone into your television and relive the moments.