Consumer behaviors case - Essay Example

Consumer case analysis The concept of green marketing has had its fair share of problems in its implementation, ranging from consumer preference to managerial challenges. In some cases, consumers will not manage to make a sacrifice in terms of their needs and desires to go green. That has being eminent to the electric car by Ford. Some consumers also think that the green products are of a lower quality or do not keep the promise kept on keeping the environment safe. In the case of the Roper survey where 41% admitted to not purchasing products that are aimed at keeping the environment safe because they are afraid of the quality of products that are said to be eco friendly.

It seems that people are not ready for a change and that is the hardest part of the project. These are some of the facts that have contributed to the slow implementation of green marketingHowever, there are consumers who are loyal to the green products, believe in them, and know the benefits associated with green products. For this reason, companies should come up with strategies to incorporate green marketing. Companies ought to match the green products with the consumer’s traditional non-green products’ attributes, such as convenience, availability, price, quality, and performance.

The green products should be available in nearby locations in such a way that the customers will not have to travel for long to look for the products. The green products should be available in shops that the non-green products used to be found. The price should be fair. That means that they green products should not be much expensive as compared to the non green products. Green products are more productive and of a higher quality than the non-green products. That information should be passed to the customers so that they can be attracted to the new products.

The managers should educated customers on the associated with the use of the green products and that will increase the sales of the green products. This will enable the consumer to relate with the products, as not much will have changed from their original package. The marketing strategies that the company adopts should also be right, with knowledge that different strategies work differently under different markets and competitive conditions. Managers should also understand the strategies and the reasons behind the strategies.

Green marketing has not fulfilled its initial promise, but companies can take a more effective approach if they realize that a one-size-fits-all strategy does not exist. (JILL and PAUL 3)The company should understand its target consumer. This will help in knowing the consumer’s say on green products and this will in turn help the company realize whether greenness is an appropriate selling attribute or not, and how to incorporate it in the marketing mix. Knowledge of the company’s competitors is also a plus, as it will help it know how they are dealing with their consumers, and in turn can emulate them or change strategies if they are not working.

A company should provide the consumer with appropriate information on the environmental impact of their product and manufacturing process. It should avoid overstating the environmental claims and ought to live up to their green status. Involving the consumer and employees in the strategy will help generate ideas and in turn lead to the success of the company in its adoption of green market. A good strategy is one that will not bring the sales down, or the market share, and that will not jeopardize the company’s reputation.

Companies want to avoid the costly abandonment of a brand perceived as “too green” by customers indifferent or hostile to green products attributes. (JILL and PAUL 7).The campaign should incorporate the marketing mix. The marketing mix will involve using the 4 p’s. The price of the environment friendly products should be favorable. That means that the customers should be able to afford the products. That will motivate them to motivate the previous products that they used previously. The products should also be user friendly.

That means that they should not be hard to use. That will ensure that the customers are able to use the product. The company should also carry out a promotion that will ensure that the customers are aware of the products and the place that they can be found. Employees of the comp-any can be used to sell out the company brand by talking about the products.The more credible a company’s reputation, the more it will reduce the customer’s skepticism of the product. Therefore, the company should work on its credibility, for example through social responsibilities.

In turn, the consumer will be bold to try your green product.Work citedMeredith Jill and Bloom Paul. Choosing the right green marketing. Management review. 2004. Print.