Consumer Behavior Audit of Partylite Essay

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Consumer Behavior Audit of PartyLite Market Segmentation A. External influences 1. PartyLite products are typically bought by affluent to middle income females. The social class associated with PartyLite is either Upper Americans or Middle Class groups who holds their home's appearance as important. 2. Although either gender can use the product, PartyLite products are typically purchased by females. Due to the nature of how the candles are sold, though in-home parties directed towards female social groups, it is doubtful that in the future males will become interested in buying the products. 3. The social subculture has the greatest impact on the purchase and consumption of PartyLite products. Because of the high, the product is…show more content…
Although possible, the product doesn't sell as well though magazines or individual purchases. D. Decision process influences 1. Overall, there are two main criteria used when selecting a PartyLite product. The first is functional consequences, or product performance. The PartyLite brand is known for long burning candles which is important to many consumers. The other criteria would be psychosocial consequences, or gaining admiration of friends. Since the in home parties involve so much influences from friends, many times the products are bought only to make the hostess happy. 2. Some customers are extremely loyal to the PartyLite brand; many loyal consumers become hostesses or consultants. Other consumers only purchase PartyLite when invited to a candle party; these consumers are typically satisfied with candles purchased at retail stores. Product Position A. Internal influences 1. The memory of facts vary depending on the behavioral segmentation. If the loyalty status is high, the segmentation is apt to remember more facts about the product. This could be due to attending several in-home parties and hearing the information frequently. If the usage rate is heavy, the semantic memory could be high because this segment learns the facts firsthand – by using the products. If the user status is a non-user, then the semantic memory is pretty low. 2. For the segment of usage rate, the ideal version of this

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