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Chapter 8

 How Home Depot Uses Framing to Attract Customers by Marycruz 

One of Home Depot marketing strategy is using broad differentiation to bring in customers. It includes offering unique products or services to comete against other home improvement retailers like Lowes. The second strategy that they use is cost leadership to maintain leadership in an increasingly tough competitive market. Home Depot’s objectives are to offer high quality service and products. For example, the customers include carpenters or contractors will be able to find what they need at a low cost and by framing their commercials and their slogan which is, to be able to find everyday low priced items. With framing their marketing with their slogan, “ More Saving. More Doing” they will remain at the top of stores customers will buy from. 

 



High-Effort Consumer Decisions

By Alejandra Gonzalez


In high-effort decisions, a consumer takes steps in order to make the right purchases. At first they decide what's important to making that choice, such as their goals, time, and decision framing. For example the cognitive decisions making model describes how a consumer would make a decision based on certain attributes. The affective decision making model is when consumers make a decision based on feelings or emotions. Say a consumer is having a bad day but needs an item from Home Depot, the consumer’s feelings would be affecting the way the consumer shops. The consumer might not want to shop around and see their options therefore just grabbing the first item they see and leave the store. 


Additional High-Effort Decisions

By Niousha Khosrowyar 


Decision delay occurs if the decision is risky, uncertain, or involves an unpleasant task. High-effort decisions are those that are important to the buyer. These decisions are closely tied to the consumer’s ego and self-image. They also involve some risk to the consumer. This may include financial risk (highly priced items), social risk (products that are important to the peer group), or psychological risk (the wrong decision may cause the consumer some concern and anxiety). In making these decisions, consumers generally feel it is worth the time and energy needed to do research and consider solution alternatives carefully. For example, when a Home Depot customer is looking  to pick out a color of paint for their walls, they will usually take their time to look at all the available color options to make sure it matches the mood they are looking for and if it compliments their furniture. Usually they will take home several samples of color and paint it on their walls to see if the color will work. 

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