Assignment 4: Case 4-1 “Sears Goes Zwinky for Tweens and Teens”
Sears Goes Zwinky for Tweens and Teens
Prof. Karen Mountain
Marketing 510 Consumer Behavior Feb 27 , 2013
Introduction Consumer behavior is an issue of concern amongst consumers and relevant authorities.
Sears is the company that is constantly changing its advertising techniques to gratify the
requirements of clients. The company targeted markets are teens, and the …show more content…
Sears has incorporated the use of technology and rewarding of employees as strategies of
increasing its sales, and preventing the company from falling out of the market during harsh
economic periods. Technology has significantly augmented the sales of the company’s product
because of the ease of creating new clothing designs. Secondly, the employees’ reward system
incorporated in the company motivates the employees to offer their skills and talents in the
production of the company’s product. The clients have also increased their purchasing
propensity because of the allure of free gifts provided for repeated sales of a product, and loyal
clients of a company (Steele, 2010).
4.Determine if Sears’ new online and social network efforts either are or are not effective in the context of attribute, attitude, or affect-based apparel decision making by teens and tweens.
The online and communal efforts displayed by Sears are effectual because of the changes in the
clients’ purchase trends. The use of social network has significantly altered teens’ and tweens’
attitude towards the company’s product. The alteration in attitude and attribute is because the
online and social scenes easily identifies with the targeted group. The information is