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Goodwill Industries : Marketing to a variety of customer types - Essay Example

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Goodwill Industries : Marketing to a variety of customer types

The first line is the retail training; the company trains people of various selling skills. The first bunch of customers refers to those seeking training on retail skills such as selling skills, marketing skills, and stores management (Rodger, 2009). Those who receive training from the company become well-equipped and can be absorbed as sales people or can start their own successful small-scale retail outlets. The other line of business in which Goodwill operates is referred to as retail business. The company has stocked variety household products such as clothes, furniture, and other home appliances. The company, therefore, has a lot of shoppers who visit the retail outlets of the company to buy assorted products. The other type of business line that the company operates in is the recycling business. The company buys second hand household products such as furniture, clothes, and electronics, and engages in value addition before reselling them at a profit to consumer. Goodwill’s value proposition Good will values its customers and as such; it is committed to building a strong brand that accords the company's customer loyalty. The company has three customer groups, and each group has unique value proposition. In the line of retail training, the company offers its client an innovative training on various critical retail factors such as selling skills, and retail management skills. On the other hand, the shoppers who buy goodwill’s product are guaranteed a variety of quality products, which ranges from furniture, clothes, and assorted home appliances at affordable price. On the other hand, the company assures its customers, who bring it second hand products, fair prices. This reflects value of the goods that the customers have brought to the company. Factors affecting consumer’s buying behavior There are four critical factors, which affects consumers’ buying behavior. These factors include social factors, psychological factors, cultural factors, and personal factors. With regard to social factors, the company is aware of existence of social class in the society. Each society comprises of the upper social class, middle social class, and lower social class. The company strategically segments the market based on the social classes and make tailor-made products that appeal to these social classes (Rodger, 2009). For instance, the company has high-ended retail outlets that target the upper and the middle social class. Such retail outlets stock sophisticated goods such as expensive jewelry, bracelets, and expensive clothing. The other factor, which is cultural, also affects the consumer behavior. There are consumers who are conservative and others who are liberal. Notably, the management of Goodwill Company is aware of this factor and stocks goods that appeals to this unique group of customers. It is not a surprise to find traditional attires in some of Goodwill’s outlets. On the other hand, the company targets the liberal group of customers, by stocking various trendy outfits, which appeal to the 21st centuary generation. Most customers buying behaviors are affected by their own personal attributes. The management of Goodwill makes sure that it manufactures and stocks goods, which appeals to this unique personal preference and tastes of customers. The facility stocks goods with ...Show more


Goodwill Industries – Marketing to a variety of customer types Instructor: Institution: Introduction The paper puts into perspective various critical issues regarding the market in which Goodwill operates. The factors that will be illuminated in the subsequent paragraphs include goodwill customer types, value offered, and factors affecting consumer behavior…
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