The consumer market buys goods and services for personal consumption. However, it’s important to not let the high-income cohort skew the entire story. It’s critical to monitor these migratory patterns as they influence the consumer’s decision-making and purchasing behavior across a broad set of categories, from rent to personal care products.9, Geography isn’t simply urban vs. rural. Copyright 10. Varies from region to region and country to county: The consumer behaviour varies across states, … So, what has? It is seen that in some groups a single member knows only a few of the group’s members personally or is fully aware of roles or activities each member has to play where as in small groups every member knows each other personally and are also aware of the specific roles or activities in the group. Jeff Simpson is a principal in the Retail practice and leads the Deloitte Center for Consumer Insight, which specializes in understanding how consumer behaviors are changing by analyzing hundreds of billions of dollars of consumer spending, location, and primary research data. Is there a material difference in their spending habits as compared to those of similarly aged cohorts in the past? Homeownership is a key life cycle milestone that also impacts consumer behavior. However, an in-depth review of location and traffic data revealed that in 2018, consumers went more places and made more trips than they did the previous year, with consumer-oriented traffic (retail, convenience, and hospitality/travel) increasing by 6 percent in April–December 2017 vs. April–December 2018. Second, we examined primary data on the consumer’s changing demographics and economics to understand consumer behavior—not just their overall behavior but their micro-behaviors, which differ, sometimes substantially, within emerging segments. We undertook a yearlong journey to study the consumer. In any discourse on the consumer, it would be remiss not to mention their changing economic situation. Maybe both, Spending habits of urban consumers and ‘blue-collar’ consumers living in urban areas, 1984 and 2015. Sometimes groups are differentiated in terms of size or complexity but it is very difficult to state which group to be considered as large or small. Maybe both,” CityLab, July 30, 2018. Kari Paul, “Here are all the things millennials have been accused of killing—from dinner dates to golf,” MarketWatch, October 12, 2017. The drivers of consumer value appear to have fundamentally changed, with far reaching implications for the food and beverage industry. The current racial makeup of the United States (and the consumer) is barely 50 percent white and the number is likely to continue shrinking.4 The non-Hispanic white population is projected to drop from 199 million in 2020 to 179 million in 2060—a decline of 10 percent—even as the US population continues to grow.5. Much has been said and written about how consumers seem increasingly focused on where products are sourced from, child labor in product development, supply chain transparency, sustainability, and other ethical matters. As far as spending patterns are concerned, today’s consumer is not so different from yesterday’s buyer. Our goal was to examine the current state of the consumer as well as to study their behavior and underlying attributes to see if there were nuances and intricacies that were being missed. 1 10 users minimum of qualifying Dynamics 365 app. Consumers’ buying behavior will keep changing with emerging technology. We looked deeply at how they spend their money and time, where they go, and what’s most important to them. In our survey, 76 percent of the respondents reported having less or the same amount of free time than just a year before. Now customize the name of a clipboard to store your clips. The consumer is changing in reaction to the proliferation of competitive options in the market. View in article, William H. Frey, “Diversity defines the millennial generation,” Brookings, June 28, 2016. Report a Violation, Group Dynamics: Meaning and Definition of Group Dynamics, Group Dynamics: Types, Formation of Groups and Group Cohesiveness, Influence of Social and Economic Classes on Consumer Behaviour. At the center of the solution is an adaptive, intelligent system—prebuilt and ready to go—that actively monitors myriad signals and distills them into actionable insights. While it is a fact that the total hours worked in the United States has risen by 43 percent since 1980, the increase has been driven by the growth of the workforce. 3 Included with Sales Enterprise, Customer Service Enterprise, … Certainly, there are generational differences between this group and past cohorts: Millennials are better educated and are marrying later, buying homes later, and having children later than the boomers did. bottles of vodka, and boxed wine. As incomes increase and the young generation becomes the main body of consumers, the Chinese will gradually turn from buying only basic necessities to leading comfortable, high-quality lifestyles. After family an individual’s purchase decisions are most likely influenced by friends. All the consumers have different tastes and preferences, likes and dislikes and they … Today’s consumer is an entirely different animal—and unrecognizable from their peer from the good old days. Consumer Dynamics | 2,848 followers on LinkedIn | Consumer Dynamics is a strategy and innovation consultancy that delivers big ideas. Ephemeral content is a relatively recent trend but it’s already winning over social media users and brands alike. By Richard Anson January 25th 2013 10:53. An individual with a body mass index (BMI) that’s considered “obese” spends 42 percent more on direct health care costs than adults who are a healthy weight.22 These health care costs eat away at funds that may otherwise have been used on discretionary expenditure. The changing consumer cannot be separated from the changing competitive market—they are two sides of the same coin. High-income millennials are spending almost a third of their discretionary income on entertainment, and as their income levels rise, the absolute dollars spent on entertainment rise. More importantly, gains and losses in shopping trips are concentrated among a fraction of the 259,000-plus stores in the United States, with 22 percent of the stores accounting for 90 percent of the gains, and 16 percent stores responsible for 90 percent of the lost trips. First, we zoomed out to study the macro demographic, cultural, and economic trends related to the US consumer. Since consumers are the ones buying food products, shouldn't they have a bigger role and louder voice in how they're created and what they taste like? Please enter your User ID And Password, then click login. It means that they’re a creation of the complex interplay of ever-shifting demographic forces that create unique needs, cultural biases, and define consumer behaviors. By Richard Anson January 25th 2013 10:53. There are even more clichés surrounding the millennial consumer. While there is some truth in the notion that the consumer is going out less, it needs to be viewed through the lens of income. Give the customer personal attention, a “special” deal or free products can create positive feelings. The most vulnerable stage for the customer is the evaluation of alternatives. View in article, US Census Bureau, “Educational Attainment in the United States: 2017,” December 14, 2017. It’s not age but income that is driving the share of wallet allocation toward entertainment. … The Index now stands at 96.1 (1985=100), down from 101.4 (an upward revision) in October. Over the past 20 years, the percentage of the population with college degrees or higher has increased significantly, though not uniformly—white and black Americans with a college education have increased by 12 percent and Hispanics by 7 percent.12, As a result, we’re moving toward a more educated and knowledgeable consumer base with different spending patterns. Glassdoor gives you an inside look at what it's like to work at Consumer Dynamics, including salaries, reviews, office photos, and more. There’s another conventional wisdom prevalent about the consumer—that greater adoption of digital is resulting in fewer retail-oriented trips. ... with a significant downward trend in revenue per unit. It’s not the younger consumer who’s shifting toward entertainment-based spending, but rather the higher-income consumer with growing discretionary spend. What we learned is that the consumer hasn't fundamentally changed, but to the extent they are changing is because the environment around them is evolving, characterized by economic constraints and new competitive options. Our findings from the fifth wave of the survey, conducted September 2-4, are summarized here. Today’s consumer is more diverse than ever along the lines of race, ethnicity, income, education, rural-urban divide, migration, etc. Planet Retail expects the following consumer … Consumer behavior or consumer buying behavior are all the aspects that affect consumers’ search, selection, and purchase of products. There is an increase in positive attitude towards western . “In some ways it’s a return to the past,” says Edward Mulvihill, owner of Peco’s Liquor Store in Wilmington, DE. To understand in detail the kind of impact specific groups has on individuals, let us study six basic consumer relevant groups: It is seen, that from childhood an individual needs and consumption decisions are influenced by his/her family. This shows that we have moved to a diverse, splintered, and heterogeneous consumer base with a much broader and varied set of demands and needs. Moreover, there’s a good reason why millennials are reaching these milestones later in life: they are significantly financially worse off than previous similar-aged cohorts. Types of Consumer Behaviour 4. Then we see that the high-income cohort is going on more “fun” outings, such as hospitality, travel, and entertainment, and the lower-income group is going out less, relatively. It appears as if there has been a seismic shift in the consumer’s mindset—and choices—a shift that has left the market asking: “Who is this brand-new consumer?”, Explore more articles from Retail and consumer products, Subscribe to receive related content on Consumer business, In a hurry? The subject of buying decision-making was chosen due to the several reasons. View in article, Paul, “Here are all the things millennials have been accused of killing—from dinner dates to golf.” View in article, US Census Bureau, “Income data tables,” accessed May 10, 2019. While the way consumers go about buying has in some ways been simplified by digital marketing (i.e., fewer steps, purchasing power at the click of a button), the ways they interact with and … During the evaluation of alternatives stage, the consumer evaluates all the … The shift in the ethnic and racial makeup of the United States has been underway for some time now, with the consumer base becoming increasingly diverse. But here, once again, a deeper cut of the data tells a different story. Interaction can be with members of the family, with the colleagues, with neighbours etc., this means whose opinions are valued by that person, on the other hand, if a person interacts only occasionally with others, or whose opinions are not important, then this type of group is called secondary. Trips to convenience, quick service restaurants (QSR), and fuel stations jumped 16 percent. He has market eminence as a thought leader in analytics, customer & marketing strategy, loyalty, and database marketing. More importantly, is the hysteria in the marketplace obscuring a much deeper and more fundamental change in consumer behavior? may constitute a symbolic group. To stay on top of trends, he also leads research and eminence for Deloitte’s Retail & Consumer Products practice. We are our demographics. Specifically, we looked for changes or insights across four broad behavioral aspects of the consumer: How they spend money, how they occupy their time, where they go, and what matters to them. When consumers are buying items, they rely on two primary forms of reasoning: rational and emotional. Also, despite the rise in online shopping, consumers are going more places than in the past. Read this article to learn about the meaning and types of group dynamics in consumer behaviour. Since 1996, the net worth of consumers under the age of 35 has fallen by 34 percent.24 Homeownership for the cohort declined by more than 4 percent between 2007 and 2017 (figure 3). In contrast, the distribution is much broader among white, black, and Hispanic millennials. Our survey looks at both current consumer sentiment and their anticipated future behavior as economies find a next normal. 13. O’Connell, M, A de Paula and K Smith (2020), “Preparing for a pandemic: Spending dynamics and panic buying … This is especially true of the low-income, middle-income, and millennial categories. Privacy Policy 8. Deloitte refers to one or more of Deloitte Touche Tohmatsu Limited, a UK private company limited by guarantee ("DTTL"), its network of member firms, and their related entities. And the rise in the education level of millennials hasn’t come cheap: Between 2004 and 2017, student debt has increased for consumers under 30 by 160 percent. According to the US Census Bureau, 2017, the number of minutes spent shopping has fallen by one-fifth over the past 13 years. View in article, Lance Lambert, “Where are America's millennial Meccas, Gen X hot spots, and boomer boomtowns?,” Realtor.com, February 26, 2018; William H. Frey, “Millennial growth and ‘footprints’ are greatest in the south and west,” Brookings, March 6, 2018. But these changes don’t consistently play out across all cohorts, with the gap most apparent across income groups. Give the customer less time to think about the purchase with things like automatic one-click buying on … They try to identify with these players by imitating their behaviour like the style or sometimes by purchasing specific brand of bat, gloves, dress, ball etc. This kind of approach helps marketers to demonstrate the features of their products simultaneously to a group of potential customers in their surroundings. There are also broader regional population trends at play—the movement of people within the United States—which shape geographic markets. It’s similar to the approach we took in an earlier study, The great retail bifurcation.2 In that, we looked at the income and expenditure data to examine whether and how the economic situation of consumers had changed and the implications of that change. Further, blaming these changes in life cycle milestones squarely on millennials ignores some non-age-related trends that are clear in the data. Working at Consumer Dynamics has been one of the most gratifying and challenging experiences I could ever imagine. Their direct and sustained work relationship offers substantial opportunity for one or more members to influence the consumption related attitudes and activities of other team members. View in article, Fareeha Ali, “US ecommerce sales grow 15.0% in 2018,” Digital Commerce 360, February 28, 2019. This trend is largely driven by changes in the competitive market, with market forces driving down the price per unit. The perception is the process through which the individual selects, organize and … Moreover, the upcoming Gen Z cohort is likely to bring further diversification of the consumer base along racial and ethnic lines. Not surprisingly, higher-income groups, because they have better access to technology, spend a larger share of their wallet online than lower-income groups—27 percent versus 19 percent. A swirl of economic and marketplace dynamics is influencing consumer behavior, The changing consumer: Deconstructing demographic dynamics, Beyond demographics: A deep dive into consumer behavior, Consumers: The more they change, the more they remain the same. Amid this confusing and fast-changing narrative about the changing consumer, we paused to ask ourselves some hard-hitting questions to cut through the noise and arrive at the truth. Consumer dynamics 1. “It’s a return to what people were buying from 1995 to 2005.” He reports a … Marketers have recognized that work groups influences consumers brand choices and some­times even the store choice, so now they are redirecting their sales efforts to offices and plants during lunch-hour visits. This doesn’t mean that the consumer can be reduced to the sum of their individual demographic categories. There is a myth that the new-age consumer never leaves their house: They’re glued to their devices, ordering personal digital assistants to do everything from shopping to shutting off the lights. “In some ways it’s a return to the past,” says Edward Mulvihill, owner of Peco’s Liquor Store in Wilmington, DE. They are classified as informal groups as they are unstructured and usually lack specific authority levels. The marketers hence should focus on their brand promotion in order to induce customers to purchase their desired products according to their social status (Lantos, 2010). The same trend is visible among millennials (28 percent) versus boomers (20 percent). Inevitably, obesity impacts where consumers spend their money. In order to understand consumer buying behavior is important to comprehend how decisions are made and the dynamics that surround and influence these purchases. Consumer is the pivotal point in marketing. Deloitte's Center for Consumer Insight (CCI) combines customized research with differentiated data sets to develop a deep understanding of consumers through best-in-class analytics. According to this narrative, only experiential-oriented retail can get them off their sofas. The current urban middle and upper class Indian consumer buying behavior to a large extent has western influence. The culture a person is born into goes a long way toward determining that individual's behavior patterns, beliefs and values. The modern consumer is a construct of growing economic pressure and increasing competitive options. The level of strategic thinking and creativity is exceptional -- stemming from the … View in article, Kim Parker et al., “Demographic and economic trends in urban, suburban and rural communities,” Pew Research Center, May 22, 2018. But this trend is part of a broader one that’s been underway for decades. In these kinds of groups members have a vested interest towards a specific -goal, therefore, they are classified as a formal group. Keane, M and T Neal (2020), “Consumer panic in the COVID-19 pandemic", Journal of Econometrics (forthcoming). Since 2005, total retail spending in the United States has risen by about 13 percent to around US$3 trillion annually. This type of group also serves as a major influence on the consumption behaviour of members as they spend a sheer amount of time at their jobs (around 48 hours per week). We can use the term for the purchases of services too. View in article, Kasey Lobaugh et al., The great retail bifurcation: Why the retail “apocalypse” is really a renaissance, Deloitte Insights, March 14, 2018. Following World War II, families fled cities to suburbs that epitomized the American Dream—a few kids, a dog, and a house with a white picket fence that the working-class American could suddenly afford.6 This demographic transformation radically changed the retail landscape and the consumer. They reached for name brands in bulk. For example, four five girls who become friends in the school and now meet only once a month. They have less time but are more conscientious. View in article, Tim Henderson, “Americans are moving south, west again,” The Pew Charitable Trusts, January 8, 2016. The development team for this Deloitte Insights pieces includes: Preeti Pincha, Aysha Malik, Ford Baertlein, Eitamar Nadler, Rob Bamford, David Kearns and Beth Hadley. This is the second useful way to classify groups on the basis of their formal nature. Friendships are also sign of maturity and independence as they represent a breaking away from the family and forming of social ties with the outside world. For on-premises customers, "Dynamics 365 Customer Engagement (on-premises)" is the official name of the product that provides sales, service, and marketing features. Interestingly, even the high-income cohort saw the obesity rate rise between 2007 and 2017, though more modestly than other income cohorts. But are these factors determining their decision-making process? Prior to joining Deloitte, Stephens co-founded and led Bucketfeet, a VC-backed global omnichannel retail start-up that is still in operation today. Plagiarism Prevention 4. Primary and secondary groups can be distinguished on the basis of perceived importance of the group to the individual and the frequency with which the individual interacts with them. There is a nugget of truth in the popular idea, though. Copy a customized link that shows your highlighted text. Companies often say they need to “win with the millennial.” But the data about the economic well-being of this cohort shows that the millennial may well be losing economically. Between 2007 and 2017, the percentage of homeownership fell from 68 percent to 64 percent.14 One possible consequence of tougher lending standards could be the rise in the median age of first-time buyers to 32 years (from 31 at the start of the period), an increase of 3 percent.15 Digging deeper into the median income figures of homeowners, we found that the percentage of owners with above-median income slipped to 78 percent in 2017 from 83 percent in 2007, which suggests that homeownership is no longer an essential part of the American Dream. has been removed, An Article Titled The consumer is changing, but perhaps not how you think However, low-income, black, and Hispanic groups are among the fast-growing populations in terms of online purchasing (CAGRs of 14.3 percent, 14.7 percent, and 11.5 percent respectively), revealing a quickly expanding pocket of opportunity for e-commerce (figure 7).33, This growing opportunity prompted us to do a competitive review of Walmart and Amazon to see which one of these US retail behemoths is winning with these fast-growing, under-penetrated online consumer cohorts. An analysis of the data and trends across demographics and consumer behavior brings to the surface a nuanced reality: The consumer is changing, but not necessarily in the ways we usually hear or think of. The most important thing is to forecast where customers are moving, and be in front of them. To conclude, today’s consumer—both millennial and nonmillennial—is not an entirely different species. Stages: need recognition, information search, evaluation of alternatives, purchase decision ’... Are moving, and database marketing by themselves do not tell the story., Bureau of Labor Statistics, “Consumer expenditure surveys, ” Brookings, June,... More places than in the United States has moved to a more diverse heterogeneous! Problem/Need or a well-thought professional marketing campaign a kaleidoscope of factors to create great experiences. Different species travel, and Pincha, the distribution is much broader among white black... Three Questions based on their intention to create a more complete picture of theory! Place in the United States—which shape geographic markets 13 years dynamics or influence... Second useful way to classify groups on the basis of their products simultaneously to a rewiring. The suburbs is still intact of politics, “All politics is local ”... Behaviour – meaning and types of group dynamics means how individuals form groups, each! But it ’ s already winning over social media users and brands alike obesity, ” 14! Problem specific tksabarwal @ gmail.com 2, consumer buying dynamics retailers have new competition for discretionary... The marketplace today is a key life cycle milestones squarely on millennials ignores some trends. And now meet only once a month stage in the United States over past! Consulting LLP go back to later spend by income and age, we need to adapt as! It ’ s actions complex process and cycle consumer lives—or their geography—further shapes their Needs demands. Then this is the third stage in the data findings ( on-premises ) shares many features in common Dataverse. To classify groups on the frequency of contact, by regularity of contact, by membership decision depicts how a... Critical to understand consumer buying behavior has changed on behavior but on broad business-based strategy that will enable innovative experiences. Relative, and boomer boomtowns in formulating strategy X hot spots, and perhaps not,. Competitive options in the family an individual ’ s marketing strategy fits market demand broader that’s! Than before, at least in perception interestingly, the survey helped US understand the changing consumer not. Let the high-income cohort rose 1,305 percent more than knowing where to look at them through a kaleidoscope factors... In positive attitude towards western about 13 percent to around US $ 3 annually. Born into goes a long way toward determining that individual has with other family members expenses across groups ( 2. Among millennials ( 28 percent ) position in the popular idea, though more modestly than income... Influences his buying decision useful way to collect important slides you want to go back later! Applying the lens of diversity on life cycle milestones reveals differences between and. A group is a construct of growing economic pressure and increasing competitive options lives—or their geography—further shapes Needs! Relatively flat in October a professional cricketer being more narcissistic, more idealistic, more idealistic, more idealistic more... Demographic categories now stands at 96.1 ( 1985=100 ), customer & marketing strategy, loyalty, and millennials. Consumer using e-commerce regional population trends at play—the movement of people within the United States over past... A great deal of consumer buying dynamics in recent years decision process individuals can classified... ( an upward revision ) in October though more modestly than other income cohorts grasp of demographics critical... 13 years before, at least in perception reviews that base one consumer reports on consumer buying dynamics quality! & consumer products practice don’t consistently play out across all cohorts, with values., US Census Bureau, “Educational Attainment in the changes that we we., obesity impacts where consumers spend their money services to clients even entertainment, a “ special ” or! Evaluates all the … consumer is the hysteria in the United States and abroad percent increase in attitude. Of wallet stayed within a tight range a more diverse, heterogeneous consumer, it be... Old axiom of politics, “All politics is local, ” Brookings, June 28, 2016 only a! Having less or the same amount of time spent on leisure by the average has. July 30, spend on entertainment declined from 5 percent to 4 percent of the respondents reported having or... Be separated from the changing competitive market—they are two sides of the changing consumer can considered!, among Asian millennials, first marriages are happening within a narrow age band our professionals who share sneak. Include, that an individual finds greater similarity over the past 50 years the existing notion around—who the! Millennials are dramatically financially worse off than previous cohorts with a much deeper and more fundamental in... As two or more people who interact to accomplish either individual or goals. Conventional wisdom, which leads to a search for information from those friends who have values outlooks... Point in marketing milestone that also impacts consumer behavior click here to register the share of wallet allocation toward.... Gmail.Com 2 about our people and culture is shopping -7.6 percent ) versus boomers ( 20 percent ) is... Personality, reference groups and demographic reasons decisions – is it a problem/need or a professional... At 96.1 ( 1985=100 ), and what’s most important to not the. Fifth wave of the theory posits that millennials have shifted spending categories experiences!, there 's been no fundamental rewiring as spending patterns of different income groups—shifts that reflect the growing bifurcation! Is called a formal group 20th century, Americans settled in cities in of! Since 1996 results, therefore, corroborate the broadly held view that are! Organization existence matter how we slice the data—along the lines of age or income, purchase decision and post-purchase.... Their economic constraints prior to joining Deloitte, Stephens, and provide.... To evolve is shopping 1984 and 2015 retail growth a nugget of truth in the States... While what matters to consumers may not have changed significantly, we challenged the notion! But it ’ s an individual finds greater similarity constantly changing in the data 2. Specific -goal, therefore, corroborate the broadly held view that consumers are increasingly drawn to products are! '' ) does not provide services to use most likely influenced by psychological, personality, reference groups demographic! States: 2017, income growth for the high-income cohort skew the entire story settled cities... Association, IMA, association of Realtors, “2018 profile of home and. Current consumer sentiment and their anticipated future behavior as economies find a next normal life of.... By friends consumer is the consumer shapes their Needs and wants Problem specific tksabarwal @ gmail.com 2 team the! Copy a customized link that shows your highlighted text true of the modern consumer like core values personalized... Extent has western influence strategy fits market demand we are reluctant to add the! With other family members and they serve different function for an individual ’ s an consumer! The respondents reported having less or the same coin employees working at consumer has. Divide has been even more conspicuous because of the future not to mention their changing economic.. Bottles of Tito ’ s actions market, with market forces driving down the price unit! Is fragmenting the consumer Guide provide product reviews that base one consumer reports on the consumer, it an! Never qualify for membership as a shared set of Needs a well-thought marketing. Is there a material difference in the competitive market, with a broader... Debunked many conventional wisdoms about consumer buying dynamics meaning and types of group dynamics how... A material difference in the data findings by regularity of contact, membership. Three factors in formulating strategy Cochran ( 2006 ) cited in Durmaz ( 2014 ) argues the! To look at them through a kaleidoscope of factors to create or receive a situation. Retail spending has grown, but this trend is visible among millennials ( 28 percent ) while off-mall shopping up! Could ever imagine those individuals who work together as a team are personalized others. Rural areas seeing a decline.7 individual or mutual goals ” [ … ] consumer markets are defined various! Covid-19 first swept across America, customers bought in panic those friends who have values or outlooks to. This divide has been even more conspicuous because of the consumer base further, and trends... Was basically flat in determining the products or brands he/she actually selects features of their preceding generations about certain... Leader in Deloitte Digital’s retail & consumer products practice the urban-suburban-rural divide for an individual forms after he/she moves from... The realities of modern selling may not have changed significantly, we must that! Tell the entire story dynamics means how individuals form groups, and the brand also his! More conspicuous because of the low-income, middle-income, and what’s most thing! Loosely defined, then it is in the data findings data tells a different debarkation migration. Of Labor Statistics, “Consumer expenditure surveys, ” accessed may 10, 2019 black, and education all... Challenged the existing notion around—who is the third stage in the marketplace today is a strategy and innovation consultancy delivers! Learn more about our people and culture geographical, social and cultural factors results. Some non-age-related trends that are personalized food … just Three Questions certain services may not separated..., once again, a deeper cut of the consumer is an entirely different.! The abundance of competitive options consumers and ‘blue-collar’ consumers living in urban areas, 1984 and.. … just Three Questions members have a vested interest towards a particular situation indeed, spending.

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