The clothing store located in Braeburn Square is the perfect place to buy professional clothing for a job interview. The store is located near Wichita State University, where many students will be headed out to start their professional careers. My proposal for the store using the self-concept model using the independent self-concept of personal goal, characteristics, achievements, and desires. The self-concept model is the way a consumer view themselves. Self-concept is defined as the totality of the individual thoughts and feelings having reference to himself or herself as an object.<\/p>\n
The real self-studies their own self-image and how they project. In this store project the concept requires extensive hiring and training practices to teach store employees how to wear different styles of clothing based on the type of business, the type of job, and the style of the interviewing manager. This training will include training store employees with interpersonal communication skills between the store employees and prospective customers. In this business model we will use the attitude towards object multipurpose model. This will evaluate the attributes of the product, the importance of the attribute for any consumer and develop an overall attitude score of the product for Consumer A. The products in this case will be pants, shirts, jeans, dresses, women\u2019s clothing and men\u2019s clothing, shoes, sportswear, and other types of clothing. It is suggested that the initial model be written out so that random sampling of students across campus can be reached with a statistically significant sample. This will help create the basis clothing types that will reach our market best. <\/p>\n
The actual self-concept allows us to study the customer base coming in with the expected demographics set forth further below. The customer will perceive their actual self somewhat differently from their self that others see. Usually, this customer will be searching for reasonably priced clothes for interviews. The employee marketing to the customer should size up his clothing and ask what his\/her personal needs are before making suggestions. The model chosen in this case is clothing that seems to attract people who could be described as a stronger job motivated student in their last two years of college. The clothing will be of a type that is between casual to everyday work attire. No full formal attire would make up a product in this store. The Self Concept must be modeled to show the gender differences from selling to men and women. The attitude toward behavior multi-attribute model tells us that our model must study the consumer\u2019s actual behavior towards a product and not so much their feeling toward a product. This evaluation means the model must study the clothing costs to determine if the consumer may feel positive towards a product but the cost of it makes his behavior avoid the product. <\/p>\n
The Ideal Self Concept is exemplified by having a junior or senior attempting to get a summer job and conduct job interviews. His\/her assumed career choice is a Wall Street Investment Broker.Her\/her mindset will be looking to purchase a clean and modern look for interviewing. This closely relates to the theory of the reasoned action muti-attribute model. Here, the model is studying the consumer\u2019s behavior and intention to learn of his\/her attitude towards their behavior. This student\u2019s goal is to become a Wall Street Investment Broker. In turn, this will make this consumer have a positive behavior towards working hard to pass the SEC business and finance school classes with high honors so that they can SEC regulation test. His attitude will be severely impacted by his thoughts of how hard he must study to pass these exams. <\/p>\n
The Braeburn Square proposal is measuring self-concept for the 18 \u2013 25-year-old customer. The model employed to make the clothing store work in a profitable manner is going to follow the study of the personal goal, characteristics, achievements, and desires of the different student consumers. This model will analyze the current culture and clothing selections of competitors. Once the market analysis shows who you are selling to then the company should make initial investments into types of clothing and conduct marketing surveys and tests to try out the purchased clothing products. It is suggested that the target market sought after be similar to the VALS motivational group discussed further below. <\/p>\n
The self-concept model has two concepts. Independent, an emphasis of personal goals, characteristics, achievements, and desires and Interdependent, an emphasis on family, cultural, professional, and social relationships. The target audience for the clothing store in Braeburn Square is the age group from 18-25, both males and females. I will use the assumption they are beginning to actively look for a job in the workforce. Because many WSU students work in addition to schooling it is believed that the target market will clearly include students who may not graduate until age 25. The products should be promoted based on the actual and ideal self-concept.<\/p>\n
Extensive use of marketing concepts related to attitudes and values leads to a conclusion that VALS motivational type will seek a business casual influence for up-and-coming students entering the workforce. The consumer marketing group sought after for this store\u2019s product line will analyze the common student at WSU with many who are married and working part or full time. The circumstances of the consumers will be heavily influenced by how many hours they work a week, by whether they have children at an early age and whether they are at school with a school loan in contrast to scholarships. This generational group is close in range, and they are heavily influenced by social media and influencers. The marketing model project will identify the types of social media they watch, the manner of clothing being currently worn by their peers, and marketed through social media, internet and television so that the appropriate clothing style will match their self-concept and ideal concept. <\/p>\n
I will use the concept of an ideal self because the students have their self-concept of what their future employment will relate to and how they will appear. This will be achieved through management of store employees demonstrating the type of clothing so that the customer enters the store and gets an immediate picture of what they want to look like. In this project it is understood that there are various types of students at WSU which has many students in business management programs at the business school. The secondary breakdown at WSU will be for liberal arts students leaning to careers in teaching, law, politics, and other types of pursuits. The third group making up a large part of WSU will be the premed students, nursing students and P.A. programs. The fourth group expected are consumers who are engineering students at WSU. All four of these groups will have VALS motivation types within their school and chosen philosophical doctrine of a particular study. <\/p>\n
VALS motivational types and motivation. Ideal Motivation considers the consumers ideal, achievements and manner of self-expression. Consumers are guided by their choices and beliefs and principles rather than by feelings or desire for social approval. They are information seeking, make choices based on principles, they buy functionality and reliability, they seek understanding, they pursue self-development, they resist impulse, they ask what should I do? Here the marketing model must seek VALS motivational types and then look to innovators, thinkers, experiencers, believes, strivers, etc. so that this part of the potential consumer group is reached properly. These people are more than motivated, and they know what to look for them to succeed. This target group will be a more difficult assessment because they come from many different walks of life and from many varied influences. Consumers like this strive for a clear social position and are strongly influenced by the actions, approval, and opinions of others. They are goal oriented, make choices to enhance position, buy success symbols, seek social approval, pursue self-improvement, they resist risk, they ask \u201cwhat are others like me doing?\u201d<\/p>\n
The total market concept for the clothing store is based on consumers whose motivation is based on the VALS system of ideals and achievement. The Braeburn Square Retail Clothing Store has a need for a sharp catchy name to attract the right consumers. The target market sought in this marketing proposal concept will focus on reaching the college students who have VALS motivation characteristics. This will be students who likely already have at least a part time job. The clothing type will be business casual and be designed so that the students can build a wardrobe like their own ideals and self-expression. The color schemes of the clothing line will by varied and will change seasonally due to extreme weather changes in Kansas. The product price point will be using an assumption that a $200.00 purchase may be the top average price for a wardrobe. Thus, a wardrobe that caters to the smarter, busier high achievers will be positioned with the idea that a full and complete outfit without shoes should be able to be sold for $200 or under to both men and women students. <\/p>\n
This store concept will be light and airy with contemporary lighting fixtures and with racks of clothing that provide enough selection at a reasonable price to cause the consumer to want to return for other purchases and excited enough to tell other VALS motivational types by word of mount. The music will play in the store at a level that is upbeat, and which encourages energy increases in the consumer from the store atmosphere and vibe. <\/p>\n
My conclusions about this chosen target market make me believe that they have the following attitudes and preferences. The consumers are likely made up of 60 to 40 percent to be a female dominant group with extreme drive. Most of the consumers will have some sort of employment and need informal work attire that is also casual. The target market will be more likely to purchase clothing that they have heard of in the past and will have to be recognizable brands highly touted be their age group who deem themselves successful. Some of this consumer group will see themselves in their ideal state which is after they get their dream job. This will influence their clothing decisions by having them make reasoned decisions about color, functionality, cost, and aesthetics. This particular market group are of the type who follow trends on the internet and social media which will drive their specific clothing type. Their attitudes will be focused on self-expression to make them appear successful at others. The preferences are expected to lean towards conservative but casual and comfortable and not stiff. Most of these consumers will have already studied what they want to buy before coming to the store, so the model must be able to project the exact types of clothing and brands for this unique target group.<\/p>\n","protected":false},"excerpt":{"rendered":"
The clothing store located in Braeburn Square is the perfect place to buy professional clothing for a job interview. The store is located near Wichita State University, where many students will be headed out to start their professional careers. My proposal for the store using the self-concept model using the independent self-concept of personal goal, […]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[10],"class_list":["post-107241","post","type-post","status-publish","format-standard","hentry","category-research-paper-writing","tag-writing"],"_links":{"self":[{"href":"https:\/\/papersspot.com\/blog\/wp-json\/wp\/v2\/posts\/107241","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/papersspot.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/papersspot.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/papersspot.com\/blog\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/papersspot.com\/blog\/wp-json\/wp\/v2\/comments?post=107241"}],"version-history":[{"count":0,"href":"https:\/\/papersspot.com\/blog\/wp-json\/wp\/v2\/posts\/107241\/revisions"}],"wp:attachment":[{"href":"https:\/\/papersspot.com\/blog\/wp-json\/wp\/v2\/media?parent=107241"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/papersspot.com\/blog\/wp-json\/wp\/v2\/categories?post=107241"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/papersspot.com\/blog\/wp-json\/wp\/v2\/tags?post=107241"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}