Consumer Shopping Habits for Wellness and Environmentally ...
Consumer Shopping Habits for Wellness and Environmentally ...
Consumer Shopping Habits for Wellness and Environmentally ...
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Br<strong>and</strong> <strong>and</strong> Product Offerings<br />
While there is no real correspondence between this category <strong>and</strong> the H+W continuum, there is<br />
certainly enough evidence to suggest that moving toward recycled products, wherever possible,<br />
would be worthwhile <strong>for</strong> both the manufacturer <strong>and</strong> the retailer.<br />
Sporting Equipment<br />
H+W Resonance<br />
Sporting equipment has a direct link to fitness, but not to H+W, outside of occasional clichés such as<br />
the yoga mat that would commonly be associated with the Core H+W consumer. We say this<br />
because consumers rarely express a H+W lifestyle through increasingly sophisticated articulations of<br />
products in this category. One does not buy a ―healthier‖ version of a football (though one can<br />
certainly purchase a higher grade of ball). In many ways, we also find that the most overtly fitnessoriented<br />
consumers tend to exist in the Periphery <strong>and</strong> focus on weight management rather than a<br />
more holistic sense of H+W. These consumers may evolve to higher levels of H+W, but not through<br />
sporting equipment. While advanced Mid-Level <strong>and</strong> Core consumers are quite physically active, they<br />
often make little use of equipment.<br />
Purchase Criteria<br />
Purchasing of sporting equipment varies depending on the subcategory of goods under<br />
consideration. For Periphery consumers, price will always be a key driver. However, factors outside<br />
of the World of H+W often strongly come into play, as the influences of other Worlds of activity make<br />
themselves known. For instance, a consumer‘s level of involvement in ―The World of Cycling‖ will<br />
exert a strong influence on how that person buys bikes <strong>and</strong> accessories. A Core Cycling consumer in<br />
that will buy a $4000 bicycle based on numerous technical attributes; a Periphery Cycling consumer<br />
will not.<br />
Br<strong>and</strong> <strong>and</strong> Product Offerings<br />
For the most part, appropriate br<strong>and</strong> <strong>and</strong> product offerings should be built upon intended appeal to<br />
consumers‘ involvement in Worlds other than H+W. In any case, we would not suggest that any<br />
channel in this study (Grocery, Drug, Mass, Club) offer products appealing to consumers very far into<br />
any of those worlds. In other words, concentrate most on Periphery offerings in those worlds, such<br />
as entry-level bikes <strong>and</strong> accessories.<br />
Toys <strong>and</strong> Games<br />
H+W Resonance<br />
Toys <strong>and</strong> games have little direct relationship with H+W, however, some more involved H+W<br />
consumers do of course have preferences <strong>for</strong> certain types of toys <strong>and</strong> games, generally what could<br />
be classified as ―learning-oriented‖ versions. Those same consumers will also tend toward<br />
purchasing noticeably fewer toys overall, <strong>and</strong> buy ―less disposable‖ toys <strong>and</strong> games made of natural<br />
<strong>and</strong>/or more durable materials. Similar to office supplies, there is an emphasis on ―less plastic‖ <strong>for</strong><br />
these consumers, relating to sustainability concerns.<br />
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