How Home Depot is using technology to help with changing consumer attitudes towards home renovation by Dean
The majority of Home Depot’s target market is Do It Yourself (D.I.Y) customers. These are ordinary people who want to improve their home by themselves to save money and for the rewarding feeling of accomplishing a big project. To sustain their growth Home Depot needs to market the idea that renovating or buying stuff for your house is an easy task. We all know that renovating a house or buying pieces of furniture are high-effort decisions because it involves a lot of time and money.
Home Depot uses technology to influence their customers to let go of that idea.With the perception that it’s “hard to do a renovation because you don’t know where to start.” Home Depot uses AI technology with its mobile application to help customers with their projects.
In the palms of their hands, they can easily access information about a project and the materials they’ll need, complete with instructions and videos on how to do it. Providing this technology, allowed the company to change its customer’s beliefs, evaluation, and added a new belief that it’s easy to do a renovation.
The Home Depot app also has an advanced mapping and chat features available through their app that allows the consumers to search for items they need in-store to save time and chat with personnel to help with projects.
The biggest factor in encouraging attitude formation is based on imagined experience. Home Depot uses AR technology to help consumers visualize an item in their own space. The technology is successfully tapping into the Hedonic dimension by giving them the ability to visualize the image and vicariously experiencing having it. In addition, it also serves the Utilitarian dimension by providing the functionality of having measurements available to consumers.
Source: https://corporate.homedepot.com/newsroom/5-technologies-changing-how-we-shop
Values-Driven Attitudes by Marycruz
When effective involvement with an object or decision is high, consumers can experience fairly strong emotional reactions to or engagement with a stimulus. A high level of engagement means strong feelings that can influence attitudes.
Back in 2006 Home Depot opened stores in China trying to meet the needs of customers who at that time were becoming first time home owners but by the time they entered the market mostly 80% of the population already had become home owners.
One of the reasons they failed is because they did not understand Chinese culture. Home Depot targets a “do it yourself” customer but in China, people do not like the idea of having to do the work, they would rather hire someone to come into their homes and install anything they need to get done. In America it shows that it is rewarding being able to do it yourself but in China if you do it yourself it shows that you have no money to pay for services or in other words, you’re poor.
Another reason, would be the pricing and promotion strategy of Home Depot. In China, people did not agree with the prices in Home Depot, they thought it was expensive and since the wealthier moved into apartments in the city, they could not buy any big items like lawnmowers because first off they didnt have grass and second they have no place to put them in. Also, because most of Home Depot’s products are made in China, many of their products can be easily found in other stores who are ready to bargain.
In this case, the costumers values did not match up to what Home Depot was portraying and they lacked knowledge on the Chinese culture and lifestyles.
Changing Consumer Attitude
By Alejandra Gonzalez
Attitudes can be a big deal breaker when it comes to consumer’s shopping habits and where they choose to buy. Marketers focus on attitudes to predict these behaviors that will lead to buying choices. If a certain company doesn’t change its beliefs, its consumers will not want to purchase from there and could have negative behavior towards their products. A way to change those beliefs is by changing the message and by making your consumer trust what you’re saying.
Another way to change consumer attitude is by encouraging attitude formation based on imagined experiences. In this way, marketers could communicate through ads, pictures, or live demonstrations. For example, if Home Depot is promoting a multi-use tool through their website but consumers are unsure how it works or what it does, Home Depot would gain a positive outcome by having an in-store demonstration on it. Home Depot’s website has a section for “DIY Projects and Ideas” for people that need extra help with their projects. By having that available for its consumer’s, it changes their attitudes about doing things on their own because they know Home Depot will be there to help if they get stuck.
https://www.homedepot.com/c/diy_projects_and_ideas
Affective (Emotional) Foundations of Attitudes
By Niousha Khosrowyar
High affective involvement leads to emotional engagement with a stimulus. Affective response generates feelings and images in response to a message and emotional appeal is a message designed to elicit an emotional response. Advertising messages, usually based on imagery rather than information, attempt to achieve the advertiser's objectives by evoking strong emotional feelings like fear, anger, and passion, rather than by a rational appeal. According to survey results published by Statista, the major motivator for shoppers in the United States is the feeling of happiness. However, it’s only the tip of the emotional iceberg. In fact, it’s more than a technique. It’s a real science pushed by big corporations in order to understand the inner world of the average consumer. For example in this advertisement, Home Depot uses emotional appeal to evoke emotional feelings in their customers.
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