1. Describe different types of Goodwill customers.
2. Which of the four sets of factors affecting consumer behavior most strongly affects consumers' purchase decisions when shopping at Goodwill?
3. How does Goodwill's recognition of consumer behavior principles affect its marketing mix?
Since 1902, Goodwill Industries has funded job training and placement programs through its chain of thrift stores. Although selling used clothing, furniture, and other items may not seem like big business, for Goodwill it amounts to more than $3 billion in annual sales. You might think of thrift stores as musty, low-class operations. But Goodwill is putting an end to such perceptions by focusing on consumer behavior concepts.
Like any good marketing company, Goodwill recognizes that not all customers are the same. This video demonstrates how Goodwill caters to different types of customers by recognizing the cultural, social, personal, and psychological factors that affect how customers make buying decisions. In this way, Goodwill maximizes customer value by offering the right mix of goods at unbeatable bargains.