Introduction Azam Mehmood BC 276

Muhammad Rizwan BC 269

Ahmed Shahzad BC264

Consumer Buying behavior

Summary of case study This case was written by Hope Bober ,Loyola college in

Maryland.

The september 2005 issue of vogue Magazine Contain eight pages of advertisement from the World largest retailer Wal-Mart.And the other 792 pages advertise by The Gap, Bill Blass,David yarman,Jimmy choo.All these brands are related to fashion and modern life style.And the ads by the walmart including the Material artist,mom,student and a cake decorator.

Low price message seen by Mart in the past.

Do Wal-mart ads belongs in Vogue ?????

is Walmart in vogue?

Vogue Vogue is a globally recognized fashion and life style

magazine that is published monthly in 23 different national and regional edition by condy nest.

As of October 2013, the average print circulation of Vogue is 11.3 million, while the website's average monthly online audience is 1.6 million.

The median reader's age is 37.9, while the gender split of the readership is 87% female and 13% male

Vogue places fashion in the context of culture and the world we live in — how we dress, live and socialize; what we ea tand listen . Vogue always leading readers to what will happen next.

Vogue defines the culture of fashion.

walmart

The company it has over 11,000 stores in 27 countries, under a total 71 different brands

Walmart is the World larggest Co by revenue

The Bigest private employer in the world with over two million employees

and the Larggest retail in the world

It is also one of the World most valuable company

and is also the largest Grocery retailer in the US. In 2009, it generated 51 percent of its US$258 billion (equivalent to $284 billion in 2015) sales in the US from grocery business

Characteristic of walmart shoper Average US Wal-Mart customer's income is below the

national average

One-fifth of them lack a bank account

Pensitive to higher utility costs

Price-sensitive affluents

Value-price shoppers

Brand aspirationals

Not more libral

Low Price always (2006)

Save money.Live better(Current)

“If we work together, we’ll lower the cost of living for everyone…we’ll give the world an opportunity to see what it’s like to save and have a better life ..

Consumer Behavior“Studies how individuals, groups, and organizations select, buy, use, and dispose of goods, services, ideas, or experiences to satisfy their needs and desires.”

A: Social Factors

• Reference Group

• Family• Role &

status

B: Cultural Factor• Culture• Sub-culture• Social Culture

C: Personal Factors• Age & life cycle• Occupation &

lifestyle• Personality & self

Concept

D: Psychological

Factors• Motivation • Perception• Learning• Attitude

A: Social Factors

• Reference Group

• Family• Role & status

• Aspirational Group

• Dissociative Group

• Love• Respect• Personal

ambition

The aspirational reference group includes people that the individual would like to compare oneself.Finally, the dissociative reference group includes people that the individual would not like to be like.

B: Cultural Factor

• Culture• Sub-culture• Social Classes

• Social Values, and behaviors

• Beliefs & Morals • Faith & tradition

• Nationality Group• Religious group

The beliefs and behaviors of a group that are different from the main group in a culture.Religion.Social class.Special needs.

Upper UppersLower UppersUpper MiddlesMiddle ClassWorking ClassUpper Lowers

Lower Lowers

C: Personal Factors• Age & life cycle stage• Occupation & lifestyle• Personality

D: Psychological

Factors• Motivation • Perception• Learning• Attitude

?

Question No 1 Is there an overlap in these two cosumer segments?

No i think there is no overlaping because Walmart and vogue have the customer with different characteristics and walmart use vogue for creating new target customers whose life style is different then existing customer.

Question No 2 Can walmart change its image and appeal to an

upscale sh0pper

Ans

yes with this marketing stretigy its easy for walmart because it had already a valueable name in the market.Wal-mart is well established brand it can easily target the upscale customer.

Question No 3 Would you recmmend that Wal-Mart purchase

additional pages in Vogue this year?

Why not i think advertisement never make you loss.