Week 5 Discussion

 Earthly Elegance is a for-profit company offering self-care products to meet the ever-changing self-care needs of the target consumers. The company is selling a vast range of self-care products such as sunscreens, formulations including options for hydrating, volumizing, and accommodating sensitive or complicated scalps, organic shampoo conditioner, face and body wash, deodorants, makeup remover, skin wipes, and fragrances. Earthly Elegance is targeting both males and females and is committed to address diverse care concerns of individuals.

Demographic Description

           The primary target market of Earthly Elegance includes women aged 25-45 and earning between $50,000 to $100,000 annually. Women should have awareness of their self-care needs and skin types to have the most appropriate solutions. Family sizes could range from single women to married mothers etc.

Geographic Description

           Earthly Elegance aims to serve urban and suburban areas through the ecommerce platform. The target areas should have access to internet connection to access and use the online retail store of the company and to get their products at their doors. Initially, areas with moderate climates such as New York and California would be targeted to align with our mission to provide natural and organic personal care products.

Lifestyle Description

           The lifestyle of target population should be modern yet healthy and hygienic. Yoga, exercise, workout and wellness retreats should be the part of everyday routine of our target population. Because along with personal care products having a healthy lifestyle is crucial to achieving expected outcomes. Customers prioritizing natural and organic products and fashion wise consciousness would be the focus of our business.

Psychographic Description

           The target customers of Earthly Elegance would be socially responsible and would value sustainability and ethical sourcing in the manufacturing of products they use. Trendsetters, wellness-conscious, and those who prioritize self-care would be the target of Earthly Elegance. These customers would drive sales as well as promote sustainable and organic focused initiative of the brand to attract unique customers. Unmarried and young women are more conscious about their skin and body, meanwhile educated women are concerned about the manufacturing process of products they use thus we will target self-conscious educated women to be the part of our brand.

Purchasing Pattern Description

           Purchasing patterns refers to the ways by which consumers purchase or acquire a product or service from a company (Waldroof, 2021). Customers will be purchasing Earthly Elegance’s personal care products from their website. Through e-commerce retailing the company has made it convenient for customers to have their products at their doorsteps. After ordering from the website within five days they would have their products on dressing tables. Customers will use our self-care products daily as a part of their self-care routine. Refilling or replenishment cycles depends on how frequently a customer is using our product.

Buying Sensitive Description

           Different customers' buying behavior is sensitive to different factors. Such as some customers will be concerned about the price while others will be concerned about the quality, packaging etc. To strengthen consumer’s buying decisions and to convince them to purchase we have everything briefed on the website to help customers clear their insecurities and make an informed decision. For example, our products are organic, natural, and affordable and the packaging is eco-friendly. Earthly Elegance owns its commitments and is answerable to its valuable customers. Excellent customer service and brand success are also important considerations to make our visiting customers, returning customers.

           To conclude, Earthly Elegance aims to be the trustworthy personal-care brand for its customers and for this, we are committed to every word we say to establish brand image in consumer’s minds. By targeting educated, women aged 25-45 married or single we will differentiate their personal-care experience. The company’s target market is majorly urban areas having awareness of the importance of personal care on everyday basis.

 

References

Waldroof, C. (2021). Buying Patterns: Leverage Consumer Insights | Mailchimp. Mailchimp. https://mailchimp.com/resources/buying-patterns/