While I stood in line at one of the local stores, I observed a happy duo of parent and child as they walked hand-in-hand toward one of the cash registers. The youngster was probably no older than five, and the pair appeared to enjoy one another’s company. They laughed and smiled at each other, something akin to a Kodak moment or cheesy Hallmark commercial. Nothing could seem to distract these two or diminish their harmonious interaction.
Then, the unthinkable happened. While patiently waiting in line, the young child noticed the merchandise displays located near the cash register. He stared at the rows of delicious options: chocolate bars, chewing and bubble gum, assorted candy, and miniature toys. Remembering his adult counterpart and the loving moments they just previously shared, he decided to take the risk and make his request. “May I have some candy, please?” His mother looked at him and politely replied, “Not today, sweetie.” This slight rebuff left the child unfazed. He continued, “Plllleeeeeeassse? Just one thing?” His eyes grew puppy dog-like. “No, honey. You don’t need any candy.” He poked out his lips and gave his mom his best sad face. I overheard him say, “I said please. Why can’t I have it?” Without fail, his mother offered him the generic default response that most parents say to their children: “Because I said so.”
With those three words, our young protagonist’s behavior did a complete 180. Now was the time to pull out all the stops and take the next logical step: make a scene. All of a sudden, the store was filled with a loud, high pitched hybrid of crying and yelling, and that once admirable relationship between mother and child dissipated to a showdown and an all out confrontation. “I WANT THE CANDY! WHY CAN’T I HAVE IT?” By this time, most of the other shoppers stopped and turned to look at the mini-breakdown. The mother’s face turned red as she attempted to scold, console and quiet the child all at once. A bit defeated, she said “Alright. Alright. Go ahead and get it. Pick what you want.” The tears stopped, yelling ended, smile reappeared, calm resumed. The winner was crowned and rewarded, and the consumer decision-making process lasted all of two minutes.
So what does all of this have to do with buyer behavior? My conclusion is two-fold:
1. Store displays are strategically placed and stocked. Often times, consumers choose those items as last minute purchases they rationalize because of those products’ relative inexpensiveness and small size. Both children and adults are targets for this methodical approach to fuel consumer purchases.
2. Never underestimate the power of a child’s influence. With parent’s eager to make their children happy (sometimes at all costs), kids have a significant impact on their family’s purchase decisions. Marketers and retailers alike understand the gentle (and even aggressive) persuasion that children exert, and likely appeal to these young people for this reason. Some may find this act somewhat manipulative; others would consider it quite clever.
D.J. Vaughn
I feel like I must have been in the same store as you were D.J., because I witnessed almost the exact same thing the other day. I guess things haven't changed (in some ways) since I was a kid and probably will remain the same forever. I too remember the exhilaration felt when it was checkout time at the grocery, and there was the slightest chance of getting some candy. Unfortunately for me, my mother was as much of a pushover, and back then you were aloud to discipline kids in public. But, one out of four sucessful checkouts wasn't so bad.
ReplyDeleteOne day I remember a new grocery opening in town, and the rumor was that they gave free cookies everytime you shopped there. I begged my mother to go to this new store, although it wasn't near the closet to our house. The rumors were true, FREE COOKIES! We went to this grocery the remainer of my childhood. I wonder if it was just easier for my mother to not have to worry about a scene being made in the checkout line. Whatever the reason, I agree D.J.; Never underestimate the power of a child.
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ReplyDeleteChad Lovin
Chad, that's funny that you mentioned the free cookie at the grocery store. When I was a kid they would give a lollipop at the local "Safe-Way" grocery store. In fact "Tom" was the nearly famous grocery store cashier that was well known with all of the kids that I remember getting the majority of my lollipops from. For me to remember that guy 20 years later definitely says something about this whole topic!
ReplyDeleteDJ: While reading your post, I was curious about how this applies to advertising geared towards children. As marketers, we obviously must be in tune with the difference between the consumer and the customer, realizing that they are not always the same individual. When a child views a television advertisement in their own home, what aspect of it prompts them to exhibit the similar behavior that you witnessed in the grocery store? Common sense tells me that this process occurs a bit differently, but how do advertisers get the targeted consumer (child) to prompt the customer and decision maker (parent) to take action? The contexts are different, but the same phenomenon in merchandising in some senses can be mimicked through advertising. What strategies do marketers have at their disposal to start this "Can I have it, can I have it?!" dialog?
One thing that would be interesting to research as to the consumer/customer divide that T.J. mentioned, would be the effects of the child/consumer wanting something specifically unhealthy or sugary, which often the parent/customer does not want that child to have. At what point in the child's wailing is the parent driven to purchase despite his or her better intentions? Or in the perhaps more difficult case of a well-behaved child, what drives that parent to purchase an unhealthy product for his or her child when there is clearly conflict present? It seems that marketers have both the challenge of trying to reach the customer by way of the consumer and the challenge of selling sugar to a parent. As the ultimate decision maker who 1. does not want to give into the child for show of authority, 2. is concerned with the child's health, and 3. does not want to experience the effects of a candy created sugar high, the parent seems as though he/she would be a fascinating target for which to advertise.
ReplyDeleteGreat reuse of this idea for a commercial. Even if it might have never been released though : http://www.youtube.com/watch?v=nojWJ6-XmeQ
ReplyDeleteBarthelemy