Green cleaning products comes up with a unique concept that their products are environmental friendly and eco-friendly. However, it is written in the case that the research show that around sixty percent of the people really anxious that what is the influence of the cleaning products on the atmosphere and environment. But a very few of them really care and do an extra effort to buy such eco-friendly products. The people or the consumers who are very much loyal to their belief than they will make an extra effort. The launching of the new range by the name of Method which was different and stylish was a good step. And in future it is said that the green products in this range will have greater market share.
In general to any industry or any product; if the producer or seller want to make its product recognizable than they will go for free try outs, co-branding with other products and some percent off on the product or do heavy and impactful advertisements and marketing. It is the game of frequency reach thing; the greater the reach and frequency the greater the exposure and usage of the particular product could be.
The first question which is related to the two things; one is the longing to some change and the second one is the greener impact.
- What temporary situations or changes in life circumstances might influence a consumer to recognize a need for a cleaning product in general or a greener cleaner in particular? How might a marketer leverage this knowledge?
This could be achieving by the “less possible risk with least cost possible”. If a company provides a free try out of product or is giving away the products on low price. However, this can also be achieved by money back guarantee if not work or return the product if you do not like it as this yield less risk. In these cases people will not be reluctant in using a new product or the product which they want to undertake but did not try because of high risk and high cost.
By attractive packing and packaging which convey the original message. This could also be accomplishing by ringing endorsement again and again that we are selling the green product.
- What types of purchase decisions were made by Jack, Jill and Elena:
Mostly we do not actually follow the consumer decision making process and model to buy the product because it is to irrational to make rational reasons again and again for buying a product and it is not possible because of our daily routine, cognitive behavior and time constraints. So if we analyze the behavior which of Jack and Jill than I would say that it is the habitual decision making as they do not think rationally and just go and buy what they want. One of them has seen the family of orientation (mother) and followed her as habitual. If we go deeper into the habitual decision making than we can say that Jill family have some loyalty towards one brand so they transformed this loyalty to their kids while in case of Jack it is brand inertia, he buy or switches to the brand which provide the products of cleaning at least price. Elena also come under the habitual decision making because buying a cleaner for the house is not the investment; however she is rationally choosing the cleaner by checking out what she want and what could be good for her baby.
- How do perceptual attributes and packaging characteristics of the brands in this case study signal product quality in terms of the underlying environmental and health benefits?
It is very important to coincide and relate the perception of the brand and the product with the packaging and the label or the icon which is use. Like we have observed that most of the hotels use red in their brand name or label; it is because that red increases appetite and energy of the person while Facebook, skype and banks use blue because it is the sign of loyalty and dependability. In the same way the Green cleaning company has the packaging which differentiates them from greener and non-greener. They also have some specific labels like Dfe and some other credible labels. These labels help the consumer and customers to identify that the products are in green washing or not.
However there are some perception in the mind of the people that if company is more focusing on the product to make it eco-friendly than may be they are compromising on the quality of the product and sometime people also perceived that the consumers are less probable to buy an very eco-friendly product if that benefit from the environment is observed as intentional instead of the consequence of the some other efforts.
- How are consumers who shop at Whole Foods (a natural food store) and those who shop at Walmart likely to differ in terms of their consideration sets, determinant criteria, and use of a compensatory or noncompensatory rule when factoring environmentally-preferred attributes? How does product categorization explain Method’s decision to initially deemphasize green features when the product was launched?
Walmart Vs Wholefoods
Companies fight for the self-place in the stores every time because it adds value to your product if it is in the limelight or in front shelf. The buying pattern of the both places could be different in a way that Walmart is one of the biggest retailer cost leader on the market while wholefood is the next ordinary shop. Walmart comes under the brand and it gives many options to its customers. The MIS of Walmart tell that what is in the demand and what is dying out. In both the cases the information which customers have is little but the people out there in Walmart can suggest and tell that what is exactly suitable for the customers according to the need.
If a person is close to nature and is very much loyal towards the eco friendliness and love the nature than that customer can buy the product because of its naturalist nature; so it would be a determinant factor and person will more likely to buy it from wholefood a natural place. The non-compensatory rules are opposite to the trade off the benefits over one another. So if something is dislikable than it would be out of the list.
Babin, & Harris,. (2012). CB4: Behaviour (4th ed.).