The product description was ‘Ready-to-Wear’ or RTW garments. The defined set up was placing different brands of RTW garments in different settings in which each setting was said to be filled with different genres of music. The brand A was in a setting wherein it was filled with rock music. Brand B was in a setting wherein it was filled with classic music. And lastly, brand C was in a setting wherein it was filled with country western music. Now given that all these brands had the same price and same quality, which brand would be sold more given the instance of playing different genres of music in each brand?
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The observations were noted and analyzed as follows. Those people who were more inclined of listening on rock music went on and bought brand A. The same pattern was observed in the case of brand B and C in which people who patronized classic and country western music went on and purchased them. These observations were more likely expected and predictable for the reason that there were factors that would really influence the consumer on their consumption and purchasing styles – and for this particular case, different genres of music were observed to have impact on the consumers.
Nevertheless, there were also consumers who was asked if they based their purchasing on the genre of music that was being played in the setting wherein particular brands where being sold. As given above, there were consumers who declared that there was this kind of effect or impact that influenced them in buying particular brand of RTW garments. Conversely, there were also consumers who did not really depend their purchasing on that factor (particular genre of music). The issue here was not based on the quality of the product for it was already stated earlier that all those three brands have the same price and quality. (Bush) The very thing that motivated some consumers who were not affected by the type of music placed on particular setting was the fact that they had already a preference or first choice of brand. And that regardless of the type of music that was being played in that setting, they would still choose their favorite brand. (Hansen)
Evaluation and Analysis
The learning theories that can be deduced from this particular case study were the following. First, consumers may really be affected by the installation of different appealing objects or different kinds of ambience in their consumption and purchasing styles. Second, consumers may not really be influenced by those things and may stick to what they originally preferred. (Hartline) Lastly, installation of different objects or media that could be appealing to the consumers may be used and may really have significant impact on the consumers however such could not be applicable to all consumers. (Sheth)
As a conclusion drawn from the analysis (established learning theories), it is not really bad if markets would use different objects or media that they perceive to be appealing to the consumers. For some reasons, such really works for other markets. On the other hand, good quality and good price are still more significant and more appealing to the consumers. Hence, the marketing strategy should not only limit itself on the installation or use of different appealing objects or media. It is most likely that the consumers would more appreciate the product if it has good quality and good price. (Hartline) (Disclaimer: The result of this case study is not really to promote anti-installation of appealing objects or media nor pro-installation of appealing objects or media as marketing strategy. The drawn conclusion was made only for the sake of examining the given case study.)
Bush, Robert P. Marketing Research. 3rd. McGraw-Hill/Irwin, 2005.
Hansen, Flemming. Emotions, Advertising and Consumer Choice. 1st. Copenhagen Business School Press, 2007.
Hartline, Michael. Marketing Strategy. 4th. South-Western College Pub, 2007.
Sheth, Jagdish N. Handbook of Relationship Marketing. Sage Publications, Inc , 1999.
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