Say you walk into a supermarket and you are considering which brand of chocolate you should buy either Lindt or Cadbury. You consider to yourself Lindt chocolate is more expensive then Cadbury so Cadbury is probably better because I save money although last time I ate Cadbury it didn’t satisfy my expectations whereas even though Lindt chocolate is more expensive it exceeded my expectations you go for the Lindt option because of the positive experience you have had with Lindt. Now even though this thought process sounds simple it is actually very complex in nature as marketers must market towards consumer learning in order for consumer to understand their product and wanting to purchase it over competitors. To do so, we need to look at consumer learning which is “a process by which individuals acquire the purchase and consumption knowledge and experience that they apply to future related behaviour.” (1)

When looking at consumer learning it is essential that marketers understand different types of learning theories in order to evoke emotions from their product to instil this in their consumer in order to gain a loyal long standing relationship with their consumer. In doing so marketers can look at 2 different learning theories (2)

1. Behavioural: Which “Assume that Learning Takes Place as the Result of Responses to External Events. Also known as stimulus response theory.” (1)

2. Classical: Which “occurs when a a stimulus is paired with another stimulus that elicits a known response that serves to produce the same response when used alone.” (1)

In addition within the behavioural learning theory instrumental conditioning is undertaken which “Occurs as the Individual Learns to Perform Behaviours That Produce Positive Outcomes and to Avoid Those That Yield Negative Outcomes.” Thus, when creating an emotional connection between your Brand and your customer positive reinforcement is a vital component. This is where “A positive outcome that influences the likelihood that a specific behavior will be repeated in the future in response to a particular cue or stimulus.” (1, 2)

In this instance of Patagonia, one of the leading companies in producing outdoor gear, they evidently show through the ad below how they have utilised their instrumental conditioning to a max by providing consumers with positive outcomes. For example, as can be seen with Keith Malloy the surfer in the video he states the new surfboards he purchase usually only last a couple of months, but with the Patagonia surfboard he has purchased it has lasted him for over 9 years and “doesn’t have one single ding in it” and further explains how he has taken the surfboard to some of the most dangerous surfs in the world and it still in mint condition.

Thus, it yields a positive outcome towards consumers, showing how Patagonia use the behavioural theory approach as their consumers learning takes place as a result to external events. This external event being word of mouth of the ad shown above. This is because Patagonia’s clothes are durable, sustainable, environmentally friendly as they recycle and reuse certain materials in their clothes which allows them to last numerous years, allows a consumer to know what they will get with their product and because other consumers such as their friend’s or family have had positive experiences it yield’s positive outcomes because a consumer will then purchase Patagonia over a rival’s such as north face because of the positive experiences instilled to them by trusted others. Therefore, allowing for behavioural learning to take place and building a long standing trust and relationship with consumers.

Reference:

(1) Solomon, Michael., Russell-Bennett, R. and Previte, J 2019, Consumer Behaviour, Australian Edition, 4th Ed, Pearson

(2) Hoch, S.J. and Ha, Y.W., 1986. Consumer learning: Advertising and the ambiguity of product experience. Journal of consumer research, 13(2), pp.221-233. Viewed 9th May 2019, https://www.researchgate.net/publication/24098465_Consumer_Learning_and_the_Ambiguity_of_Product_Experience

A consumers wants and needs is the driving motivation behind the question “why did you purchase that product? and what made you purchase the product?” it’s what makes consumers purchase a particular product in which they not only want but think they need. This is manifested within an individual through their drive which is the degree of arousal present due to a discrepancy between the consumer’s present state and some ideal state and their wants which is displayed through the need created by personal and cultural factors (Anon 2014; Fennell, 1978).

In the last decade studies have been conducted such as Nielsen’s 2014 global survey on Corporate Social Responsibility, results show that 55% of people are willing to pay extra for products from companies committed to making positive social and environmental impacts and reduce their carbon footprint (Spivey 2019). It has also shown that millennials want companies do their part in addressing issues such as health, the economy, and environmental sustainability in the way that they produce and deliver their products, which shows that this new generation drastically differs from the last as there wants and needs has shifted to caring for the world we live in today not only for the present but for the future generation also (Anon 2014, Spivey 2019).

In addition to Nielsen’s study, a more recent study conducted by Cone communications (2017) has found an increase in consumer wants and needs and choice becoming more environmentally sustainable as it found that “87% of consumers will have a more positive image of a company that supports social or environmental issues, 88% will be more loyal to a company that supports social or environmental issues, 87% would buy a product with a social and environmental benefit if given the opportunity and 92% will be more likely to trust a company that supports social or environmental issues.”

Because of this, Patagonia have positively explored this as their products are longer lasting meaning they do not need to be thrown away as they also recycle certain materials and make their product such as a jacket out of it, meaning that the material is re-used and not thrown away which results in less damage to the environment as fewer products are being dumped onto the environment or garbage landfills. Thus, Patagonia successfully do so as its customers can live in a more environmentally responsible way which has seen them, as a company, become extremely successful all over the world.

Because of this new found demand of companies being environmentally sustainable which is proven by the literature above, it is made evident that Patagonia successfully appeals to the determinant of need of the physical characteristics of the environment such as climate, whilst also appealing to the environmental context within the determinant of wants. Thus together, it satisfies the consumers needs and wants which drives Patagonia to success as they appeal to consumers to ‘buy less’, bringing about a sense of positive incentives as and self and fulfilment as the consumer knows that by purchasing Patagonia’s brand they are bettering the environment and making a positive social impact of change.

Reference:

(1) SAGE Journals. (2019). ‘Sustainable Marketing’, Ynte K. van Dam, Paul A. C. Apeldoorn, 1996. Accessed 6 May 2019 <https://journals.sagepub.com/doi/pdf/10.1177/027614679601600204&gt;.

(2) Anon, (2014). ‘The concept of green marketing and green product development on consumer buying approach’, Accessed 6 May 2019, https://www.researchgate.net/profile/Assc_Prof_Dr_Rashad_Yazdanifard/publication/268747494_THE_CONCEPT_OF_GREEN_MARKETING_AND_GREEN_PRODUCT_DEVELOPMENT_ON_CONSUMER_BUYING_APPROACH/links/547561a10cf245eb4370c673/THE-CONCEPT-OF-GREEN-MARKETING-AND-GREEN-PRODUCT-DEVELOPMENT-ON-CONSUMER-BUYING-APPROACH.pdf

(3) Spivey, S. (2019). ‘How Patagonia is using Cause Marketing to define their brand and drive sales – Bazaarvoice blog’. Accessed 6 may 2019, <http://blog.bazaarvoice.com/2015/07/07/how-patagonia-is-using-cause-marketing-to-define-their-brand-and-drive-sales/&gt;.

(4) Fennell, G., 1978. ‘Consumers’ Perceptions of the Product—Use Situation: A conceptual framework for identifying consumer wants and formulating positioning options’. Journal of Marketing, 42(2), pp.38-47. https://journals.sagepub.com/doi/abs/10.1177/002224297804200207?journalCode=jmxa

(5) Nielsen N.V. 2014. ‘ Doing well by doing good’, The Neilson company, New York USA and Diemen The Netherlands, https://www.nielsen.com/content/dam/nielsenglobal/jp/docs/report/2014/Nielsen%20Global%20Corporate%20Social%20Responsibility%20Report%20-%20June%202014.pdf

(6) Cone Communications, 2017, ‘Cone communications CSR study, Cone communications, Boston USA, http://www.conecomm.com/research-blog/2017-csr-study#download-the-research

Patagonia is one of the most used outdoor clothing brands not only in Australia but around the world. Patagonia, founded in 1973 by Yvon Chouinard has brought the company from a small start up business focusing on rock climbing equipment to million dollar company selling not only outdoor equipment but also selling it’s own craft beer!!! (1) Such drive and motivation by the company has allowed it to compete against it’s much larger competitors such as north face and Kathmandu. (1) How have they done so you may ask? or even better how could a small brand selling outdoor equipment manage to produce it’s own craft beer??

Well to figure that out you need to look at the company’s long standing environmental advocacy which has enabled them to become a benchmark for their eco-friendly products. Thus, in doing so, Patagonia has created a long standing vision, not only to their company’s goals and mission statement but has also created the perception within their customers minds as they know that they will get an eco friendly product all the time no matter the place or circumstance whilst using vibrant colours to demonstrate this as they use recycled nylon and other recycled fabrics to create their products.

How Patagonia has used vision within sensory marketing to create an effective and efficient company and product perception?

In this day and age of products and how companies undertake their production process, there is a large focus on them to be environmentally sustainable as they have a job to preserve the environment for this generation and future generations. So when customers shop or look for products they generally look for companies with a good geo footprint or one that has a high environmentally friendly rating. As shown Patagonia has successfully done this is through sensory marketing referring to focusing and engaging on the customers senses of vision to influence their perception and judgement.

Patagonia straight away create this perception by appealing to their niche market through the mountains and carefully planned choice of colours within their logo. So, as Patagonia has been marketed for over 30 years it’s easy to see why they have this perception of an eco-friendly outdoor brand as their colour choice over the mountains replicates that of the different colours of the sky you see (light blue, orange, dark blue and purple) whilst exploring the outdoors, giving the customers a vision of a vintage vibe, giving a sense of a chilled and peace vibe contrasted with orange encourages customers to go out and explore the peaceful nature of the outdoors.

Thus, it gives out subconscious triggers which appeals to their consumers senses which efficiently engages it’s consumers (Krishna 2012). It also senses to customers that because of this they also would be environmentally sustainable because of the care they have for the outdoors. So I guess it’s easy to say why would a company that mainly relies on the outdoors want to destroy the outdoors?

So through vision, Patagonia have used a song personal selection known as perceptual vigilance which refers to customers becoming more aware of Patagonia’s product when they need it. For example, if an individual is going on a hike to Mount Everest, they become more aware of Patagonia because it suits and caters for there current needs. Thus, Patagonia has done this to attract and attain customer not only for the short term but also for the long term.

This Is evident within myself as I recently went on a trek to Mount Everest and only became aware of Patagonia because it catered for my trekking needs, as I needed warm but assurable clothes that would suit me for all conditions I faced such as rain, snow, wind etc. Hence, it creates perception by appealing to our senses of colour as stated above is done through the logo, which then creates a vision through perceptual vigilance that Patagonia are the business you want to go to when going to explore the outdoors. Which creates the perception that Patagonia are a leading environmentally sustainable company, who’s products are durable and ‘trendy’ in which care for the outdoors.

For example, (Singh, 2006) study argues that “consumer behaviour and brand perception are largely influenced by colours” and found “that the colours affect not only the person, but also the relationship”. Thus sensory marketing evokes the emotions affecting consumers perceptions of the product or brand. As a result both Singh (2006) and Krishna (2012) highlights the benefits of “using sensory marketing for building brand value, including ensuring loyalty of standing customers as well as gaining new ones, building a successful brand and positive perception of the brand and product by users”.

In addition I can say it has been a successful approach because as for myself their hiking and trekking gear kept me warm and dry, whilst also not being damaged so I can use it for other hikes and trikes thus they have gained a long lasting customer within myself and if it has done that to me others will also have the same experience, thus proving to be effective and efficient. Therefore, by looking at the study and my own experience it is evident that Patagonia’s brand perception is the driving force one why they have become so successful.

(1) Nast, C 2019. This Is the Outdoor Brand Fashion Insiders Can’t Get Enough Of. GQ. Visited 3 Apr. 2019 https://www.gq.com/story/patagonia-labels-on-fire

(2) Saad, M 2019. ‘Patagonia: A Focus on a Sustainable Model – Technology and Operations Management. Rctom.hbs.org. Visited 3 Apr. 2019, https://rctom.hbs.org/submission/patagonia-a-focus-on-a-sustainable-model/

(3) Krishna, A., 2012. ‘An integrative review of sensory marketing: Engaging the senses to affect perception, judgment and behavior’. Journal of consumer psychology, 22(3), pp.332-351. http://neuromarkewiki.com/images/1/13/An_integrative_krishna_2012.pdf

(4) Nadanyiova, M., Kliestikova, J. and Kolencik, J., 2018. Sensory Marketing from the Perspective of a Support Tool for Building Brand Value. Economics and Culture, 15(1), pp.96-104. https://content.sciendo.com/view/journals/jec/15/1/article-p96.xml

(5) Singh, S 2006 . ‘Impact of Color on M arketing. In Management: Decision’, (44), 783 – 789.