Patagonia is a company that has been around since the early 1950s. In terms of its market position, Patagonia has seated itself as an environmentally friendly company that produces top quality, comfortable athletic and outdoor gear. It prides itself on allowing its consumers to buy products that will last longer and work better than other items on the market. According to the case study, Patagonia has four core values: quality, integrity, environmentalism, and not bound by convention. Patagonia seeks to act on its quality core value by using high quality materials, including organic cotton. Such materials are more expensive than the traditional materials used by other companies, but Patagonia finds it worth it as their materials …show more content…
In terms of attitudes and behaviors, Patagonia should focus on the light green, green, and dark green segments of the population. These segments are the only ones who are interested in environmentally friendly items. Looking at the purchase drives, I chose to take the average percentage of each purchase driver to find out which drivers were most important (see Table 1). The results showed that the highest ranked drivers were Fit, Price, Style, and Color (in that order). The largest surprise was that Environmental Friendliness was actually the least important driver, only behind Brand Name. Table C in the book describes different demographic factors of green consumers. Per that table, males and females are fairly equal in terms of purchases of environmentally friendly products, so it makes sense to market to both genders (plus any others that aren’t mentioned on the list). The other factors that stand out are an age range of 25-40, $60,000-$70,000 of income, at least a high school education, and with children in the house (Mothersbaugh and Hawkins, 2016, pp. 444-446). Marketing to the segment of the population that contains the people who have the above factors will reach the majority of people who would be interested in Patagonia’s …show more content…
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