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