Dollar General is a chain of discount variety stores selling health, beauty and personal care products, food and beverage, apparel, housewares, party products as well as household products like cleaning supplies, toys, craft supplies, electronics and more.
Dollar General operates over 18000 stores across the United States.
The Dollar General target market includes value-conscious shoppers who are looking for high-quality, brand-name merchandise at reasonable prices.
Dollar General attracts customers with its low prices and variety of merchandise. It offers something for everyone making it a one-stop shop for many people’s shopping needs.
In this article, we’ll review the Dollar General target market and understand what motivates consumers to buy at Dollar General.
Who is the Dollar General Target Market?
To best understand the Dollar General target market we ask ourselves why people shop at department stores and, when they do, why at Dollar General when there are other similar stores like Dollar Tree or even Amazon?
By understanding consumers’ needs and motivations to shop at Dollar General, we can segment the Dollar General target market into the following consumer segments:
- People who like a one-stop shopping experience
- People looking for a wide selection of products
- People who appreciate good customer service
- People looking for good deals
- Consumers who are willing to pay a bit extra for good quality
- People looking for value for money
- People who prefer an in-store shopping experience over online shopping
Let’s look closely at each of the segments of the Dollar General target market.
#1. People who like a one-stop shopping experience
This segment of the Dollar General target market goes to a Dollar General store expecting to find everything they need in one place. They are looking for a retailer that offers a wide range of products so they can do all their shopping in one trip.
This segment often includes busy moms who appreciate Dollar General’s convenience, selection, and value. It can also include people who live in areas where there aren’t many alternate shopping options. Dollar General’s one-stop shopping experience is appealing to this segment because it saves them time and money.
#2. People looking for a wide selection of products
One of the attractions of Dollar General for this segment is the retailer’s wide selection of products. Dollar General offers a little bit of everything which appeals to people who like to have a lot of options to choose from.
This segment is often willing to pay a bit more at Dollar General because they know they’ll find what they’re looking for. They appreciate Dollar General’s vast selection and are willing to shop there even if it means spending a bit more money.
People in this segment often include those who are looking for specific items and know Dollar General is likely to have them. And if not, they know they will find something else they like just as much.
#3. People who appreciate good customer service
Good customer service is the backbone of any retailer’s business. Great customer service experience provided by friendly and helpful staff, clean stores, and easy returns policies are some of the reasons that drive these people.
These shoppers also like retailers that are easy to navigate and where they can find what they’re looking for quickly and without hassle. They expect top customer service and will easily switch to another retailer if they feel their needs are not being met.
People in this segment are often looking for stress-free shopping and this is one of the reasons that makes them a Dollar General target market.
#4. People looking for good deals
Deal hunters are always on the lookout for a great bargain. They are willing to wait for sales and often compare prices before making a purchase. Dollar General’s strategy to offer top brands at a fraction of the price that at other stores is very appealing to this segment.
This Dollar General target market is also attracted by the retailer’s clearance items and its ever-changing inventory. They know that if they wait long enough, Dollar General is likely to have the item they’re looking for at a very attractive price.
People in this segment are also willing to shop at Dollar General even if it means that they have to sift through a lot of merchandise to find what they’re looking for. They are patient and often view shopping as a fun pastime rather than a chore.
#5. Consumers who are willing to pay a bit extra for good quality
This segment of the Dollar General target market is perhaps the most loyal of all. They are willing to pay a bit more for Dollar General’s brands because they appreciate the quality. They often have a Dollar General store near their home and are frequent shoppers.
People in this segment know that Dollar General offers good quality products at a fraction of the price of other retailers. They are willing to pay a bit more because they know they are getting a good deal.
This Dollar General target market is also attracted by the retailer’s convenience, selection, and customer service. They appreciate Dollar General’s one-stop shopping experience and the fact that they can often find what they’re looking for quickly and without hassle.
#6. People looking for value for money
People who are looking for a good balance between price and quality are also a Dollar General target market. They often compare prices before making a purchase and are good at spotting a bargain.
Dollar General’s strategy to offer top brands or private-label products at a fraction of the price that at other stores is very appealing to this segment. They also appreciate Dollar General’s ever-changing inventory and the fact that they can often find what they’re looking for at a very attractive price.
#7. People who prefer an in-store shopping experience over online shopping
Despite the rise of online shopping, there are still many people who prefer to do their shopping in physical stores. They like being able to see and touch the products they’re interested in and often find the whole experience of shopping in a store more enjoyable.
People who prefer an in-store shopping experience are a Dollar General target market because they appreciate that even though they are not online, they can still find a wide selection of products and good deals at Dollar General. They often take advantage of clearance items and sales to get the best out of their in-store shopping experience.
They are also attracted to the social aspect of shopping in a store and often enjoy talking to store staff members. They also enjoy going shopping with friends or family members as a way of spending time together.
We should note, however, that such people are not necessarily loyal to Dollar General, they simply like the idea of shopping in a store and Dollar General is one of the options available to them.
Conclusion
The Dollar General target market includes people who like a one-stop shopping experience that comes from having a wide selection of products to choose from.
It also includes those who appreciate good customer service and those looking for good deals.
Consumers who are willing to pay a bit extra for good quality are also likely to shop at Dollar General as are those looking for value for money.
Finally, people who prefer an in-store shopping experience over online shopping are also a segment of the Dollar General target market though their loyalty is not to Dollar General as much as to the idea of shopping in a real store.
