Chapter 1: Understanding Consumer Behavior

If there is a place where we know we can get the essentials without breaking our wallets, Dollar Tree would be top of the list. Dollar Tree has been the savior for young adults, families, and fixed-income seniors who require a shopping trip.

What makes Dollar Tree unique? To the consumer, Dollar Tree provides a place of no judgment. Many people have the perception that shopping at a discounted store means that the consumer is bearing the weight of having a low income. But Dollar Tree makes it a point to give consumers the power by giving them the best bargains in town.

As consumers, we are instantly attracted to the presentation of what a business is offering. Dollar Tree is known to work the mind of buyers by displaying the biggest thing that we all love: affordable, nearly free items. Dollar Tree's marketing perspective is vital, especially during the holiday season. Personally, when I think about shopping during the holiday season in my childhood, I instantly think of Dollar Tree. I would go shopping with my mother and sister for gifts for family, friends, and church members. So as an adult, while I see the holiday season ads of shopping, it forms and retrieves memories that bring the shopping experience into a positive light.

However, Dollar Tree was a hot topic in the consumer world last year. In November 2021, the company officially raised the price from 1.00 to 1.25. This alarmed consumers due to the value that they invested in for many years. The consumer's behavior of this outcome was no surprise to the retail industry. Many people thought that this may have been the worst decision and it was an insult to the loyal customer base. The sensitivity from the consumers was displayed and seen by the company's board. The board implied that this decision was made to ensure that Dollar Tree offered the highest product quality to the customer base. The persuasion and sweet talk definitely calmed the store heading into 2022.

As someone in his 30s who loves to shop, I am never afraid to walk inside a Dollar Tree to grab the items I need. My view as a consumer is the appreciation of a company that offers so much at an affordable price. However, this could be argued to another consumer. Would you instead shop at Target or K-Mart to get cleaning products that are twice as expensive as Dollar Tree, just to prevent yourself from being shamed for shopping at a heavily discounted store? I believe that Dollar Tree's approach wins the day to keep the consumer first.

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Chapter 5: Attitudes Based on High Effort

In order to keep with changing trends in the market, marketers need to help consumers form positive brand attitudes based on new beliefs and associations. These beliefs have a huge influence for customers on buying decisions. Dollar Tree was able to have a big influence on changing people's attitudes when it came to the products that they were offering. When the Covid-19 pandemic first hit, a lot of customers we're flooding the stores to get their hands on the desired products that they thought they needed due to the lockdowns that were placed. Due to the huge wave of customers hitting stores, a lot of desired products went out of stock real quick. Dollar Tree ended up benefiting from this because a lot of stores were running out of stock of a lot of products so customers had to turn to different alternatives. One of the hottest commodities during the pandemic was toilet paper. A lot people went overboard and ended up buying more than what they needed at big named retailers....

Chapter 14: Psychographics: Values, Personality, and Lifestyles

Examines the effect of these cultural influences on an individual level - namely, on values (deep-held beliefs), personality (consumer traits), and lifestyles (behavioral patterns that are manifestations of values and personality. (Mintap) Values According to the textbook, values are "enduring beliefs about abstract outcomes and behaviors that are good or bad, such as health, independence, family life, and peace." Shaping this into the dollar tree, most of society's pre-pandemic had a lower value view on the dollar tree but compared to now, it is encouraged to shop at a dollar store. The dollar tree may not hold a high materialistic value, but it allows for more sentimental value. With D.I.Y becoming a trend, many handmade gifts have held a higher value for some. Dollar Tree will enable customers to express their emotions fully. Personality Personality is customers' patterns that they may have picked up from growing up or from their parents. Researching and understand...

Chapter 9: Judgment and Decision-Making Based on Low Effort

In a recent post, we analyzed the high effort decision making, in which we went into depth about how labels and packing can influence customers' minds into buying a product. On the other hand, Low effort judgment and decision-making is how little time a customer spends choosing a product. The textbook states, " In some low-effort situations, consumers may decide without being consciously aware of how or why they are doing so. As much as 50 percent of all shopping decisions are made spontaneously and unconsciously while consumers are in the store." ( Unconscious Low-Effort Decision-Making) When a customer shops at a Dollar Tree, they know the item's quality will not be at the high end. The customer expects a convenience store where the options are not different and are equal in price. This allows the customer to go into an unconscious state where they can purchase their needs without putting much thought into them. Dollar Tree is the perfect store for those who do not...

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