Purchases are made almost daily. This means decisions, and the process to reach those decisions, about buying also happen every day without even realizing the journey the mind takes to reach its destination.
Bryan Eisenburg feels there are twenty reasons or categories to why people make the purchasing decision they do. He starts with the most realistic reason of “basic need”. I am going to take you on a little journey myself of a purchase I have made that fits this category. A salad. So this little green wonder is simple enough, but the ridiculously quick process of thought my brain went through to reach this leafy conclusion includes more than what can fit under the basic need category.
Image from: google
The first question that can be asked about a purchase is if that purchasing decision was rational or emotional. In this instance both are arguable. Boundless explains that a rational decision is one that is a multi-step process for making choices between multiple alternatives. There were many alternatives I could have taken besides choosing the compilation of greens, chicken, and cheese. My decision for this particular dinner choice was also motivated by emotion. On that particular day I had worked out in the morning, I am trying to eat healthier, and I was in a hurry, and could easily take the salad to work. Thus both rational and emotional!
I chose my particular salad because I could see it through the packaging (a necessity when purchasing most healthy food). In terms of other salads there were none on that day, but the salad looked fresh and appealing. Who really knew so much thought went into purchasing dinner with no other actual salad options?! Imagine the brain power expended at big purchases that aren’t solely need based! Makes me feel the need to take a nap just thinking about it!
It is insanely difficult to keep up with all the tasks necessary to live a life filled with all healthy choices in this busy world we live in. If this was easy, every person would be fit, healthy; both looking and feeling fantastic. Now don’t go trying to change every unhealthy decision you make at the same time. To make progress takes time. Chanda Green has come up with a few tips the start from the top to make feel a little bit more renewed and rejuvenated.
Picture from: Google images
1. Start with the top! I know how difficult and painful it is to grow your hair longer. One tip to help with this long process is giving yourself daily scalp massages. Not only is this simple (and cheap) process a great way to reduce stress from everyday life, but it also promotes circulation. Not many people think about their scalp and the importance it can play in growing your hair. So give yourself some loving and massage that scalp of yours!
2. Winter woes! The winter is hard on all of us, including your hair. During these months, everything gets a little drier. To accommodate this change in weather change your hair products seasonally. Take a little extra time to deep condition your lovely mane weekly. Try a light leave in conditioner. It will add a little shine! Chanda Green also suggests using a product with argan oil.
3. Brighten it up! If you’re feeling a little drab change it up a bit. Hair treatments do not have to have horrible consequences on your hair. Go to a professional and ask about organic color systems. MAke sure you ask a lot of questions so you know exactly what is going to happen and change it up! When you look a little different, you feel a little different.
Start small and see big changes! Look better and Feel better!
Dove has a touching and truly amazing marketing strategy that is pointed toward real women. Dove did a study that asked the question of what beauty really is. When women were asked this question they felt that beauty has become limited and unobtainable. THIS IS A PROBLEM! And Dove felt the same way. They then launched their Real Beauty Campaign to try and make a wider definition of beauty accepted. During Dove’s study they found that 2% of women actually think they are beautiful. Dove’s aim is to make women more comfortable with themselves and change the perception of what “beauty” is described as. Dove products are aimed at women who are just like you and I. They want you to feel beautiful as yourself and stop making beauty an unattainable thing.
From: Google images
The ad that was published to support real beauty is pictured above. It features women that are not the usual definition of beauty. When women like those above are pictured, with body types that are attainable in all shapes, sizes, and colors, women can relate. The definition of perfection is skewed to include more than one specific body type, hair color etc. After all we are all built differently with different features. How on earth is a woman supposed to feel confident if her body or hair is different that what society deems as beautiful. Dove is a powerful brand with a great brand image.
Being a woman myself, I would say that I am within their target market. I love dove products, and have been using them for years. The blog post about curly hair was also very near and dear to my heart with Dove’s campaign technique. I also know that my body type would never pass for what society deems as perfect or beautiful. In the modeling world I would be too short and a plus size model. I however do not live in the modeling world. I live in my world where Dove markets to women just like me; far from perfect, but beautiful in my own individual way.
Dove’s most current campaign, which I would definitely say is my favorite is to #love your curls. This campaign is focused on women now, but more importantly women in future generations. This is a campaign towards natural hair. Many women use harmful chemicals or heat to straighten their hair daily, but Dove, being a very large and well known product line wants their ladies to appreciate their natural hair and in turn natural beauty.
The campaign is really amazing if you think about it. Women buy billions of self enhancement products each year, but don’t all women secretly wish they could get by on natural beauty alone? Not only could they spend less money on product, but also less time. Dove is making a campaign towards self confidence and esteem. They want women to feel comfortable in the bodies they were given without “enhancements”.
Popsugar, explains that Dove is all about trying to show women “real beauty” versus what they see on television. Women will always strive to look like models, but the reality is that a lot of what is depicted in media is not even achievable or a lot of times real. The article discusses the Dove video about girls aged 5-11 that hate their curls and wish for straight hair. The video asks the older people around those children to help let the girls know that they are beautiful the way they are and to accept their curls. Reading the comments below the article were so inspiring. One woman confessed that she struggled with her curls for 40 years and after watching the video she will now embrace them. It really goes to show what the power of a campaign for women can do.
We are going to get a little personal in this post, but what woman does not like talking about her hair? I highlight my hair hair to blonde. Like any hair that has been bleached, it a lot more damaged than healthy, and I use heat a lot on it. My hair has a natural wave to it, and is definitely frizzy without proper treatment. One product that I have recently purchased is called Miracle 7. This little hair product is a light leave in conditioner that is supposed to help with the health of my damaged locks. Well let me tell you, I love it. It is a detangler, and does not leave my hair overly heavy after it dries or if I style my hair with it in.
I bought the product after my mom was suggested to use it was a saleswoman at Sally’s Beauty Supply. She loves it because she has very short hair that errs on the thin side. She does not use conditioner in her hair because it is to heavy for her hair. Miracle 7 was a great find for mother because she gets a close second with the spray. After reading reviews from the website MakeupAlley, I found a lot of women with the same views as my mother and I. My mom also bleaches her hair (come on blondes really do have more fun) and a lot of the reviews I read were full of other bottle blondes and their positive experiences with the product.
If anything else, the bottle is very visually appealing. It is a baby blue, and looks very sleek even though it is made of plastic. Even if my mother did not motivate me to buy this product I would have been drawn to it by the sheer looks of it. If the looks weren’t enough, the smell for sure would have got me. Because I use this product, I also use one of Miracle 7’s other products, the keratin leave in mist.
Just as clothing trends are constantly changing, so do hair trends. One marketing tool Brands are starting to use are different social media sites. One such brand,Tresemme uses youtube videos to show their consumers how to make their hair as marketed in commercials. According to Vinana Naidu, Tresemme invites consumers to watch their videos, try it out, and blog about their results.
Similarly, well known brand Paul Mitchell also enjoys indulging in social media. Angus Mitchell, the son of Paul uses social media not only to promote products, but to let consumers stay connected and give a more personal feeling. He likes letting saloon owners and fans keep up with personal endeavours like his marriage and child on the way! He likes keeping his family connected because of brand recognition and the name itself. He also enjoys using groupon to generate buzz and lasso people in. When social media is involved, people also get to share their experiences and likes and dislikes about products.
Many companies would not be as successful without the usage of social media. Not only do companies use sites like groupon, but also Facebook, Instagram, Snapchat, and Twitter. The more buzz created about products the better. Hair is considered part of vanity and women strive to have to most beautiful hair they are capable of. Dove uses sites such as Facebook and Twitter to share hair stories as well as enabling ladies to share about their hair on their own website. On the Dove website women are allowed to speak about their hair frustrations. Dove got women to post by awarding three women hair makeovers at the end of that specific campaign.
You know how you open a bag of chips and it seems to be half gone? What about a box of crackers and I’m sure countless other purchased items that it doesn’t seem fair that they are as empty as they are. Well in California consumers had this same problem with 20 to 30 hair products. Sydney Cohen explains to her readers that Johnson and Johnson and Neutrogena were taken to court to settle these allegations of having misleading product packages. They have 24 months to get rid of all the misleading products, and did not disclose which products were in the misleading packages.
More than one company practices this misleading marketing because there is a Department of Agriculture and Division of Weights & Measures. It makes sense in terms of the company saving money, but the consumer is going to be less likely to repurchase products if they are not as full as expected. The company is saving money in some cases and hurting themselves in others by not keeping customers.
They were forced to resolve this by paying $506,000 in civil penalties and investigation costs. They would have saved more money by not being deceptive in the first place. In order to apologize to customers, or try to keep repeat customers they could send a sample in the mail or in stores if something is purchased to make up for the lost product. If customers are aware the company is sorry, and they try to express that they will be more likely to keep customers.
They could have prevented this packaging mishap by putting the correct amount of product in the packages. If it was a huge accident, they should have at least a few or all the products being weighed to see if they match the volume expressed on their packages.