Toys R Us has targeted children for its products, which are undoubtedly toys. However, it is actually targeting the parents of children falling in the age groups of under five years old, and five to twelve years old. These children cannot purchase for themselves it is their parents who fulfill their wants.
In addition, Toys R Us targets mothers of babies and children through campaigns revolving around child safety and protection that tap the emotional appeal of mothers. Positioning itself in this way it benefits from the image it creates. Toys R Us is aware of the price sensitivity (because of price wars with giant retailers) of its customers. Its toys are fairly priced and more over it seeks to attract more store traffic through visually stimulating store layout, décor and a toy land experience for the children and their parents alike. Toys R Us has selected this target market as it directly matches with its product offerings and product line extensions.
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