Consumer behavior is “The study of individuals, groups, or organizations and the processes they use to select, secure, use, and dispose of products, services, experiences, or ideas to satisfy needs and the impacts that these processes have on the consumer and society.” (http://www.consumerpsychologist.com/)
This quote outlines the way that a product or service can impact upon the consumer, a designer needs to consider the aesthetic appeals for the target demographic to generate a successful website. Marketing for these websites will also depend on the individuals viewing it to obtain optimum results.
“Without aesthetic, design is either the humdrum repetition of familiar clichés or a wild scramble for novelty…” Paul Rudd http://www.inspireux.com/2009/01/30/the-importance-of-aesthetic-in-design/
http://www.stylewars.com/index2.html– This website caters to the graffiti street artist as the niche market seen through the graphics and the general style of the website. This example is juxtaposed to a Myer or David Jones website that have a slick style and often a grey scale colour palette that appeal more to an older generation.