Consumer Behavior Audit of Partylite

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 typically more expensive than similar products available for purchase in a retail store. Due to this Upper Americans purchase products to show the use of the prestige brand. Middle class Americans who hold the appearance of their home as important purchase the PartyLite brand name to decorate with unique items.

4. Age, gender, and income are all factors in the consumption of PartyLite candles. Consumers are typically young adults to middle age adults with expendable income to use on this non-necessity good. PartyLite in-home parties are typically held in the suburban areas where there are more consultants available to facilitate shows.

5. Is this product particularly appropriate for consumers with relatively high (or low) incomes compared to others in their occupational group (ROCI)?

6. PartyLite products, and careers, are directed towards women with families and who value their home's appearance.

7. PartyLite products aren't typically innovative. It is a trusted brand name that would benefit by focusing on the early majorities and late majorities who are already loyal to the brand. Also focusing on the early adopters to be a show host to influence the early majority.

8. New homeowners, who previously didn't have space to decorate, may start the consumption process by trying different PartyLite products to determine which is their favorite. Once they become experienced homeowners, know their sense of decoration, and know what they like they will become set in what scent of candles and styles they like. The purchase process is typically completed by the female at the head of the household.

B. Internal influences

1. PartyLite products are unique in the fact that the need for people may differ depending on how they purchase the product. One way of purchasing is through in-home parties. In this case, the motive for purchasing could be to please the hostess of the party. It could have to do with the motive to be seen favorably by the hostess and other people at the party. Another motive would be to purchase products that make your home look and smell nicer, and this requires a need to have a nice home.

2. People who believe they need to have expensive, brand name items to make their home look nice would be well suited for PartyLite. The product is also suited for people who tend to purchase more under the influence of friends (in the party atmosphere). The self-concept would have to be that they need to please others by purchasing items at their party, or by displaying the items in their home.

3. The technical affect by candle/scents on emotion would be one way this product could affect someone. A consumer could become used to, or somewhat addicted, to a certain smell, and crave for their surroundings to smell like it. However, due to the fact that you order the product and have to wait for it to arrive, buyers remorse could take affect when the product is already purchased yet there is no tangible item to display.

4. The product is marketed for people who seek a lifestyle of luxury, but could satisfy a variety of lifestyles.

C. Situational influences

1. This product is most appropriate for a situation in which consumers influence others to buy products. Since the products are mainly sold during in-home parties where a consultant informs people about the products, consumers are typically more informed about the products as well. 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 product would be more easily obtained. The product could be purchased in retail locations or online. For the loyalty segment, the products would never retire and become unavailable. Or they would have more say regarding which products come and go.

B. Decision process influences

1. If a consumer is new to PartyLite products they will have to do extensive decision making. If a consumer is familiar with or loyal to PartyLite, they will probably have limited decision making. The extensive decision making would use criteria to help them decide if they even like the products and if the products are important enough to them to spend more money on. If the consumer is doing limited decision making, they may know if that are going to purchase the products but the criteria would surround what they purchase the products for - gifts, personal use, holidays, etc.