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For my consumer behavior project, I chose Target. Target is a company that I am familiar with and shop at myself, which made it stand out to me from the other choices. Target sells a wide variety of products, including clothing, beauty products, groceries, electronics, home décor, and everyday essentials. The company focuses on offering products that combine style, convenience, and affordable prices.

The consumer segment I would like to focus on is young adults between the ages of 18 and 29 who enjoy staying up to date with trends but are also conscious about how much they spend. I think this is a good market for Target because younger consumers can find many different things they need or want in one place. Target also offers online shopping, Drive Up, Order Pickup, and same-day delivery, which can make shopping easier for consumers with busy schedules.

I think social media and digital marketing would be especially important when reaching this group. Young adults can be influenced by trends, new products, promotions, and what they see online. Target could use platforms such as TikTok and Instagram to promote new clothing, beauty products, home décor, and seasonal items. Target Circle deals and personalized offers could also encourage this group to make purchases while still feeling like they are getting a good value.

I chose this segment because I think there are many different ways Target can reach them throughout the buying process. Their buying decisions can be influenced by price, convenience, trends, reviews, promotions, and social media. This will give me the opportunity to look at why they choose certain products and how Target can better market to them.