Chapter 12: Consumer Diversity

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Dollar Tree appeals to all ages because they carry items that pertain to people of all ages. Teens shop more than adults, because they tend to be reckless spenders. Dollar tree likes this behavior because they are trying to find people who are willing to spend money on their products, rather than the name brand products. This appeals to teens, because they want to shop and buy as many things as possible without spending a ton of money. In this case they go to The Dollar Tree and can can buy a surplus of items, without spending nearly as much as they would spend if they chose to buy name brand items.

Depending on a person's age, race, political views, and many more factors determine if they will shop at a certain franchise or not. Every franchise has a target audience, meaning they have a group of people with similar demographics that they are trying to appeal to. These target audiences include Sephora targeting women, usually older than the age of 15, who are interested in makeup. Just like a company like Home Depot would target men and women who are most likely interested in home improvement. In the case of Dollar Tree, this company is focusing and trying to catch the attention of individuals of all ages who are looking for daily essentials, at a an all time low price.

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Adults love a good bargain as well, and they will search for the best deal if they care less about the quality. Adults tend to make their purchases based on the idea of prioritizing quality or quantity. Many have heard of the idea of "Quality over Quantity" where spending a couple extra dollars for a better quality item is worth it. The Dollar Tree however, has adopted the complete opposite idea of Quantity over Quality, and some adults appreciate that. It can be costly constantly buying name brand items, when you can shop much cheaper for virtually the same item. Generation X and Baby Boomers hold most of the buying power in our society, and with this many companies and franchises are trying to appeal to them. Dollar Tree is appealing to those who want to spend, but do not value the best quality.

The Dollar Tree has always been a very inclusive company that is open to every race, gender and sexual orientation that there is. It is not hard to discriminate against people at The Dollar Tree because there is truly something for everyone at the Dollar Tree and it is most likely affordable as well. The Dollar Tree probably has some of the highest consumer diversity that there is. Very few stores appeal to all ages, all races, all genders and all sexual orientations. When they do, like Dollar Tree the sales are never ending.

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Chapter 2: Motivation, Ability and Opportunity

When a store such as Dollar Tree is presented to the public, many can not help but wonder why every consumer is not lined up outside their door. With such a great value on each and every single item presented, what would stop anyone from shopping at dollar tree. This introduces the idea concepts of motivation, ability, and opportunity. Every consumer shops for a different reason and has different goals for each shopping trip they take. Even though the Dollar Tree franchise may be available and affordable for almost every consumer, does not mean that it guarantees everyone's business. Some may think that every consumer is motivated by price when they shop. Many believe that every consumer is constantly on the hunt for the lowest price possible in order to mean their needs, but this is simply not the case. When shopping every consumer goes through the process of motivated reasoning. Through motivated reasoning, each consumer is able to reach the conclusion of what they want to...

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 13: Household and Social Class Influences

Household Influences W hat a customer purchases for a single household is highly influenced by who lives in the household. What they purchase depends on the age groups that live in the household. A good example would be if they have toddlers or infants they would most likely buy toys, baby bottles, and wipes at Dollar Tree because that is what the store provides for that age group. This is showing how an age group that lives in the household (in this case a toddler) influences what a customer will purchase. Sometimes purchase decisions are made by the wife, husband, relative, or children. Dollar Tree takes this into consideration and offers products for different age groups so it is more attractive to consumers. Social Class Influences Social class influences play a big role in the consumer decision-making process. The first example would be the underprivileged class would be the class that would make purchases from us the most because of our low-cost products that are affor...

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