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 want to stress over what items are the best for them but rather a low-maintenance shopping experience.

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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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