Consumer Shopping Habits for Wellness and Environmentally ...

Purchase Criteria
For most consumers, toys and games are often purchased based on ―what the kid wants‖ which may
represent a particular type or format, or, in many cases, a particularly ―hot‖ character or theme e.g.
Transformers, and, of course, price. Often children are given some measure of autonomy in selecting
their own toys and games within a certain price range. Age-appropriateness also is an important
criterion. Many parents will also use some level of moral filtering, avoiding anything they feel is ―too
suggestive‖ e.g. a scantily-clad female doll or relating to violence such as toy guns or other weapons
(though, often video games escape the latter prohibition).
As consumers become more highly involved in H+W, they tend to purchase toys on different criteria.
Educational value becomes more of a concern. Materials and construction are also important given
their perceived relation to sustainability. Consumers like this also tend to be highly opposed to any
kind of toy or game that suggests violence, as well any non-learning video games. Price is not a key
consideration for these consumers.
Brand and Product Offerings
Most of the channels under consideration here should not prioritize carrying the kinds of toys and
games more advanced H+W consumers prefer, with the exception of a small amount of
representative products in both specialty grocers and H+W-specialized drug stores. Those
consumers are currently engaged with specialty retailers of this specific category. As this is not a
gateway category, there is little need to construct product sets spanning the preferences of H+W
consumers.
Linking General Merchandise Products to H+W
Perhaps not surprisingly, many general merchandise products are in the non-gateway category
which lacks clear ties to H+W. Although it can be challenging to link general merchandise products
to H+W, there are possibilities and, importantly, having GM products that cue H+W provide a positive
―halo‖ for the company or retailer offering them. For many GM products, the most appropriate way
to link to H+W may be through sustainability cues. The following products are examples of how GM
can link to H+W directly or indirectly.
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