Since 1902, Goodwill Industries has funded job training and placement programs through its chain of thrift stores. While selling used clothing, furniture, and other items may not seem like big business, for Goodwill, it amounts to over $3-billion in annual sales.
As mentioned earlier, Goodwill is very strategic about where items are placed and in understanding consumer behavior. Goodwill recognizes that not all customers are the same. Goodwill must cater to different types of customers by recognizing the cultural, social, personal, and psychological factors that affect how customers make buying decisions. In this manner, Goodwill is able to maximize customer value by offering the right mix of goods at unbeatable bargains.
Please discuss the following with your classmates and respond to each one of the questions in your main submission.
Describe the different types of Goodwill customers.
Which of the four sets of factors affecting consumer behavior do you believe most strongly affects consumers purchase decisions from Goodwill?
How does Goodwills recognition of consumer behavior principles affect its marketing mix?
What is something you learned from this case study that you did not know already about either Goodwill or marketing to customers?
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Remember to include APA citations, and use correct APA citation style.
Include and embed supporting visuals such as images and/or video that help demonstrate what you are describing, if you have them to share.
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