+ Seventh Generation Toilet Paper Consumer Behavior March 6 th, 2014 Donald Tabor | Wade Bordian | Molly MacDonald| Keenen Moeria-Lima | AJ Doyle
+ Agenda Introduction: Seventh Generation Unbleached Toilet Tissue Target Market/Market Overview Motivation Learning Attitudes Conclusion/Questions
+ Seventh Generation Unbleached Toilet Tissue Toilet tissue produced with unbleached paper fiber Use a recipe of 80% post consumer paper materials and 20% recovered corrugated boxes Tan colored toilet paper – being the #1 sticking point with consumers Production costs are low cheaper selling price
+ Market Overview Import 200,000 tons of toilet tissue per year Consume 1,000,000 tones of toilet paper per year 9 kg’s per person a year Buying behaviour is changing among consumers $$$ Environment
+ Target Market 2 different target markets Women ages with families Roles in household are shifting Typically the ones making purchase decisions Generation Y (Millenials) 9.1 million people Very environmentally conscious
+ Motivation Decision Process Motivation Emotional, Cognitive, and Physiological Arousal Maslow’s Hierarchy
+ Motivation Ad
+ Learning Types of Learning: Classical Conditioning: two stimuli are repeatedly paired; a response that is at first brought out by the second stimulus is eventually brought out by the first stimulus alone Stimulus Generalization: slightly different stimuli but same response Stimulus Discrimination : A tendency that a consumer will respond differently to a stimulus that is different from the competition Objective: To differentiate from the competition by creating a brand consumers separate from bleached toilet paper producers
+ Learning continued… Motivation: toilet paper is a necessity Cues: creating a cleaner environment by supporting a brand that uses recycled materials Response: understanding the benefits and purchasing Seventh Generation Toilet Paper Reinforcement: positive experiences, effective advertising, ad and product placement, coupons
+ Learning Ad These ads will be advertised in public bathrooms, porta-potties. This draws attention to the idea of how Seventh Generation is recycled.
+ Attitude Attitude theory that’s appropriate to satisfy Seventh Generation’s Goal of penetrating the Canadian market: Tri-Component Model Cognitive component Affective component Conative component COGNITON AFFECTIVE CONATION
+ Attitude Ad
+ Conclusion Large opportunity for growth in Canada Positive environmental impact Cost savings
+ Questions?