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Syndicate 8 - Hierarchies of Effects

1. Terry M. purchased brand X shoes because they were on sale, while Chris R. was drawn to brand Y shoes in a store window based on their appearance. Ashley S. researched brand features online and selected brand Z. 2. To attract Terry M., brand Y might offer bundling deals for himself and his daughter. To appeal to Chris R., brand Z could market each shoe style as conveying a different personality. To win over Ashley S., brand X could advertise their shoe specifications and have athletes and influencers promote their performance attributes. 3. The marketing strategies suggested would target the consumers' purchase motivations, whether a sale price, aesthetic appeal

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161 views

Syndicate 8 - Hierarchies of Effects

1. Terry M. purchased brand X shoes because they were on sale, while Chris R. was drawn to brand Y shoes in a store window based on their appearance. Ashley S. researched brand features online and selected brand Z. 2. To attract Terry M., brand Y might offer bundling deals for himself and his daughter. To appeal to Chris R., brand Z could market each shoe style as conveying a different personality. To win over Ashley S., brand X could advertise their shoe specifications and have athletes and influencers promote their performance attributes. 3. The marketing strategies suggested would target the consumers' purchase motivations, whether a sale price, aesthetic appeal

Uploaded by

rizqighani
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
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Hierarchies of

Effects
Syndicate 8
Aria Ananda (29120418)
Rifqi Faiz Argiansyah (29120520)
Rizqi Ghani Faturrahman (29120382)
Talitha Assyura (29120506)
Putri Puspa (29120445)
Three consumers, Terry M., Chris R.,
and Ashley S., have described their

Part 1
recent purchase of running
shoes/sneakers. Brands X, Y, and Z
are the primary competitors in this
product space. Please place the

Question name of Hierarchy of Effects that


the consumers likely used in the
space following each consumer ’ s
quote.

2
Question 1 Answer
The Low Involvement Hierarchy
Terry M. purchased brand X running shoes: Hierarchy of Effects likely utilized
“I had to go to the shoe store with my by Terry M: Cognition (Minor) -
daughter to buy some back-to-school Behavior - Affect
shoes, and I knew that I needed some • Cognition (minor): Terry M was
sneakers to replace my old ones. I was attracted with the sales
aware that I’d seen advertising for brand X advertising
and Z, and of those two whose advertising
• Behavior: Terry M purchase the
I’d seen, only brand X was running a sale on
brand X
that day. So, I purchased brand X and I've
really come to like them.” • Affection: Turns out Terry M like
the shoes

3
Question 2 Answer
The Experiential Hierarchy

Chris R. Purchased Brand Y running shoes: Hierarchy of Effects likely utilized


“I was wandering around the mall with by Chris R: Affect - Behavior -
my girlfriends last week. We went by a Cognitive
shoe store - I can't even remember which • Affect: Chris R, felt attracted to
store it was - and I saw these sneakers in the running shoes
the window. Honestly, they were just
• Behavior: He tried those running
calling to me! Aren't they gorgeous?” (she
shoes and bought them
holds her feet up) “Now that I have them,
I just wear them everywhere! And I’ ve • Cognitive: He believed the
found that they ’ re actually really very running shoes are comfortable
comfortable ” to wear everywhere

4
Question 3 Answer
The Standard Learning Hierarchy

Ashley S. purchased Brand Z running Hierarchy of effects that likely


shoes: “I looked online and used the utilized by Ashley S.: Cognitive,
information there to compare the Affect, Behavior
three different brands on features • Cognition: Ashley looked online &
that are very important to me, like used the information to
arch support, lacing pattern, and compare three brands
cushioning. Based on what I learned, I
felt pretty good about brand Z, and
• Affection: She felt good about
brand Z
so I purchased this brand at my
favourite goods store.” • Behavior: She purchased the
brand

5
1. You are responsible for Brand Y. If you were
focused winning over Terry M to your brand,

Part 2
what general marketing strategy might you
employ?
2. You are responsible for Brand Z. If you were
focused on winning over Chris R to your
brand, what general marketing strategy

question
might you employ?
3. You are responsible for Brand X. If you were
focused on winning over Ashley S to your
brand, what general marketing strategy
might you employ?

6
Question 1 Answer
Brand Y
Terry M needs new shoes for his daughter, and the
shoe advertisements from Brand X and Z drew his
attention. He chose to buy shoes from Brand X
because the company provided them at a discount. As
the person in charge of Brand Y's shoes, we believe
that a marketing approach such as bundling will be
used to attract Terry. Terry can obtain reasonably
priced sneakers for himself and his kid. Another of
brand Y's advantages is the design, which may entice
Terry to purchase for both himself and his daughter.

7
Question 2 Answer
Brand z
Chris R. bought a pair of running sneakers because
they were beautiful. Brand Z is superior to Brand X and
Y in terms of quality. To attract Chris R, Brand X could
present its goods in a more appealing manner. Each
pair of shoes can be tied to a certain character. Shoes
number one, for example, will make individuals feel
more feminine, while shoes number two will make
them feel sportier, and shoes number three will make
them feel more elegant.

8
Question 3 Answer
Brand x
Ashley S. bought her running shoes based on the
qualities she had previously heard about. Ashley need
a pair of running shoes with durability, arch support, a
lacing design, and cushioning. To promote the fact
that Brand X offers such attributes, the firm might run
advertisements highlighting the shoes' specs, fund
athletes, and encourage select influencers to wear
and evaluate Brand X's shoes.

9
THANK you
10

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