Skip to main content

Chapter 3

 Topics under Chapter 3:

From Exposure to Comprehension


PERCEPTION AND CONSUMER BEHAVIORS 

By Dean


How Home Depot Positions Itself


In this chapter we learned about how important it is for brands to learn how consumers perceive them but to be specific we’ll go over why Home Depot utilizes the things we learned in class such as perceive through vision and hearing to appeal to their target demographic. Home depot is one of the most valuable brands in the United States and the reason behind that is they're very consistent with their branding and marketing communication and as you can see they spent at least $1.06 million dollars in advertising back in 2018 and the company continues to increase their ad spending year after year. 


Source:https://howmuch.net/articles/top-100-most-valuable-brands-2020

Home Depot's advertising spending in the United States from 2012 to 2018

(in million U.S. dollars)

Source:https://www.statista.com/statistics/298763/home-depot-ad-spending-usa/


PERCEIVE THROUGH VISION

Home Depot was able to utilize all the visual elements that makes a consumer remember a brand more. Let’s break it down by its components:

Size and shape: As a hardware store you want to be perceived as sturdy and reliable, that’s why Home Depot chose a square to surround its name.

Lettering: Making their letters capitalize and bolded makes it easier for customers to remember them.

Image location: Home depot uses its logo in all of their online platforms and stores.

Color: The company used the orange color because it’s warm and attracts a lot of customers. It also elicits the feeling of paying attention cause the color subliminally makes you think of traffic cones.




PERCEIVE THROUGH SOUND

Home Depot has been advertising on different channels and platforms to add an extra touch. Home Depot uses sonic identity to help consumers identify their brand. You can check out their theme song below.



https://www.youtube.com/watch?v=ycPDM8OVqLI


Attention and Consumer Behavior

By Marycruz 

When trying to get consumers’ attention, marketers have a lot to think about. Marketers often take steps to attract consumer’s attention by making the stimuli or ad, personally relevant, pleasant, surprising or easy to process. 

For example, the Home Depot ad below makes it personally relevant to a consumer who;

  1. Likes plants

  2. Has fast and easy mobile access

  3. Spends time outdoors with family


    During the Home Depot ad you can notice that they are advertising their services which include delivery, for those who do not want to visit the store. Also by promoting their mobile app that can show you where you can find the specific product you are looking for and how easy it is to find it by scanning the product. This appeals to customers who don’t know exactly where they can find it when visiting the store and makes it much easier for them. The app also lets you take a picture of a place in your home and the app decorates it or adds suggestions on how to organize that part of your home. This ad overall appeals to customers who might need some extra help when remodeling or changing a specific part of their home. Not only that but it brings attention to the consumer because it includes visual representation on how easy it is to accomplish anything by using the mobile app and how Home Depot offers the products they need. 

https://www.youtube.com/watch?v=S7TJkNuzdIU


Comprehension and Consumer Behavior

By Alejandra Gonzalez


    Source identification is described as determining what the stimulus is and detecting it. When there is an ad on tv or the radio, people are familiar with the sound or tune that is connected to these companies. Consumers are really good at recognizing brands. It takes maybe a glance to identify these companies. Home Depot is easy to identify on tv or in a magazine ad due to its orange color and the letter “H” used diagonally. The marketing mix such as price has a strong message to consumers when making commercials. For example, Home Depot always has its tune in the commercials and usually is telling a story to grab consumers attention. In this commercial they are telling a story about a kid who is always spilling food and drinks on the carpet, therefore Home Depot dramatically shows the carpets you need in order to avoid having to clean these stains constantly. Miscomprehension happens when the consumer misunderstands a message. This could be if the consumer sees the commercial for the carpets and automatically thinks that they will stay clean forever, but the commercial only shows the spills of food and drinks they do not show dirt or other small particles that will still land on the carpets. 

https://www.youtube.com/watch?v=_eXY-40grqY




Marketing Implications to improve comprehension 

By: Niousha Khosrowyar


    Comprehension is the interpretation or understanding a consumer develops about some attended stimulus based on the way meaning is assigned. Comprehension includes both cognitive (thoughts) and affective (emotions) elements, so comprehension applies to both consumer learning and consumers' attitudes. By keeping the message simple, repeating it, presenting it in different forms, and designing the message consistent with consumers' prior knowledge marketers can improve comprehension of its target audience. Knowing your consumers means putting yourself in their positions—learning how they think, why they process what they process and what they want to see. Home Depot’s use of video, social media, and mobile technology isn't unusual in the current market in comparison to its competitors. What stands out about them is that they are innovative in the way they use various channels rather than the use of innovative channels. In short, they proved that how you do is as important as what you do!

In addition, Home Depot knows its audience consists of “do-it-yourselfer” types. While they do offer design consultants, they don’t beat customers over the head with sales pitches. Instead, they give shoppers exactly the information they need to complete a project on their own. If they happen to get stuck halfway through and require a little extra expertise, they know where to find it.


Their internet marketing strategy includes:

Comments

Post a Comment

Popular posts from this blog

Chapter 1 and 2

Topics under chapter 1: Understanding why Consumers shop in the first place by Marycruz      Businesses look at understanding consumer behavior and trends so they can create goods and services that consumers will want. Home Depot is a great example of why consumers continuously buy home goods and why they visit the store. Home Depot offers products such as home appliances, hardware, and offer installation services. Mainly everything a consumer who owns a home or lives in an apartment might need.      Once they are there they go through the process of making decisions on whether to buy the product or not. Let’s visualize a consumer going in to shop and how they process making decisions. The first reason a consumer might want to visit Home Depot is that they need something for home improvement. They recognize their problem which could be that they need a new refrigerator because they know that the one they currently have is not keeping their food cold...
Post a Comment
Read more

Chapter 16

  Home Depot and Self-Concept by Marycruz  Overall Home Depot is a store where anyone can go and buy what they need for their homes, apartments, building, and diys. Based on the chapter for this week it says that our ideal identity schemas influence which products we use and which consumption practices we engage in, even among consumers who object to the overcommercialization of contemporary culture. Home Depot has marketed to a wide variety of consumers and they are a store where even a student like me can buy something I need.  Consumer Characteristics By: Niousha Khosrowyar   Men are  more desirable customers than women as they spend, on average, 30% more at such stores. Another study found that 55% of customers are male, while 45% are female. The average age of a Home Depot shopper is 50 and Home Depot's customers' average income was $60,800. According to the interpretation of the Simmon’s Market Research Bureau, Home Depot should focus on white females, a...
Post a Comment
Read more

Chapter 11

  Topics under Chapter 11 How Home Depot is marketing to different ethnic groups by Dean The United States attracts different people around the globe because of economic opportunities. Each region is unique because the demographics can consist of different ethnic groups. Thus making it hard for brands to communicate with their consumers. Home Depot did a great job of fixing this issue by encouraging its workers to use their native language to help their customers. In-home depot they wear aprons as a part of their work uniform, the company allows its workers to customize it by adding pins and patches that represent their culture, interest, or group. Not only it’s a great conversation starter but also if there's a language patch it can notify consumers who're struggling with English to communicate with their native language.  https://corporate.homedepot.com/newsroom/culture-orange-apron With the growing diversity here in the United States, it’s important for brands to add st...
Post a Comment
Read more