Chez Paul began in 1979 as an upscale dress shop in Yorkdale Mall, catering to a wealthy, mature clientele. Many other specialty shops began to rent in Yorkdale over the next few years. But as Yorkdale began to attract an affluent, younger, and more demographically diverse population, the once-popular shopping mall was increasingly perceived as stodgy and snobby. By the late 1980s, many of these specialty shops suffered financially. Most shops attracted only tourists who enjoyed browsing through the displays of alligator belts and shoes, piles of scented soaps, and useless flowered parasols, often laughing at the ridiculously high prices. Owners of Chez Paul had noticed the shifts in population and buying behavior of the typical shopper by the late 1980s. In fact, the owners had observed that the once-fashionable shopping mall no longer attracted a "typical shopper." The wealthy, mature clientele had been replaced with affluent families with children, a mix of Asian and African Americans as well as Caucasians. Specialty items at Chez Paul gradually disappeared, replaced by brand-name apparel, colognes, and jewelry. Other owners followed suit in the early 1990s, bringing restaurants, an outdoor cafe, and a day spa to the mall.

-Why might Chez Paul want to consider including the mature consumers as a still-viable target market?

-Many families with children are now attracted to Yorkdale. What characteristics about families as consumer groups might the owners of Chez Paul want to keep in mind?

-Might the owners of Chez Paul believe that people change what they buy over their lifetimes? Explain.

- Could Chez Paul consider expanding with another location. Where might they consider and why?