Consumer Behaviour class paper

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Borax in the 1960s

By: Wilson, Jared, Steven, Gino and Mahmut

Background - What happened in the 60s?

1965 - houses came equipped with appliances

The growth of smaller “PORTABLE” TV's:

1953 TV-Radio-Phono Combination: $534.95

1960: $179.95

families also purchased more and more appliances

1953 Washer and Dryer: $500

1962: $300

Kennedy Assassination, Martin Luther King

Vietnam War, Cuban Missile Crisis

Birth of the hippie movement - free thinking

End of the decade:

Median family income rose from $8,540 in 1963 to $10,770 by 1969

Value Proposal - What do you get?

-A Great Experience-

“WATER SOFTENER” “ODORLESS CLEANER”

“SPEEDS AND SWEETENS LAUNDRY”

“Grime, grease, and dirt just disappear when that famous team of Borax and Boraxo ride over them! That’s why more wives demand this energetic pair for all laundry, household and personal uses.”

Benefits: affordable; helps with cleaning laundry

Sacrifice: Money, Time (but less in cleaning)

Market Analysis

Market Segmentation

Our main market segment is middle class families especially that have kids and the husband works and the wife stays at home

Market Size:

In 1960, out of every 100 children, 65 lived in a family in which the parents were married, the dad worked, and the mom stayed home

Market Trends:

A Women’s Right movement began where they wanted to end their tradition roles and begin to enter the workforce

Housewifes can no longer be our main segment and we’ll have to look how to market to new segments in the future

Market Opportunity

Start producing a liquid detergent instead of a powdered detergent

SWOT Analysis

Strengths:

Established brand since 1891, good quality detergent, easy access to advertising

Weaknesses:

Not different from competitors

Opportunities:

Switch to liquid detergent instead of powdered, explore new markets

Threats:

Competition, safety of the product

Attention Getting Methods

During the 60s TVs were increasing in popularity

By the end of the decade, every family had a television set in their living rooms

As a result, Borax aired numerous commercials during the Death Valley Days

These ads featured famous actress Rosemary DeCamp who showed how to use the product

Using phrases like “cuts grease, loosens dirt” and “any color fabric is safe” grab the attention of consumers

Ronald Reagan starred in commercial for Boraxo which was a powdered hand soap made by the same company

https://www.youtube.com/watch?v=oT8ZS_Ptqdg

Target Market

Lower/ Middle class

Housewives with a family

Ages 30-65

Caucasian

Demographic Profile

Population- 179, 323,175

Caucasian Americans- 158,831,732 about 88%

Females ages 30-65 - about 34,371,000

Median age 29.5

Median household income $6,000

Average family size 3.1

87.4% of families had both a husband and a wife

The wife was employed in 26.3% of families

Psychographic Profile

Problem solvers

Value seekers

Likes to shop

Considers cleanliness important

Participates in major purchasing decisions

Decision Making Process

The 1960’s was an important time period in America. JFK was elected president, but most importantly, the Vietnam War was taking place.

Need recognition for detergent in the world has pretty much been at a high demand for as long as people wanted to be clean.

Uniforms in the war would obviously be getting dirty in combat and the need for detergent was in demand.

Not only was it a high demand because of the war, but there were many blue collar jobs that needed daily washes of their work uniforms as well.

Laundry detergent has and in my opinion will always have a high demand in need recognition.

Consumer Motivation

Maslow's Hierarchy of needs plays a pivotal role in the motivation that consumers had on purchasing Borax in the 1960s.

Both Safety and Esteem influence consumer motivation.

Safety in Maslow's Hierarchy of needs includes the security of: body, employment, resources, morality, the family, health, and property. Parents of a household are interested in Borax, the detergent, because everyone wants to take care of their body. Wearing clean clothing will help you keep a job and is beneficial to their health as well.

This also goes along with the utilitarian value. Staying healthy and clean is a necessity in life.

Esteem is also another asset in Maslow's Hierarchy of needs which plays a role in the consumer motivation. Self-esteem, confidence, achievement, respect of others, and respect by others are all motives of esteem in Maslow's Hierarchy of needs.

Esteem coincides with Hedonic values because it's something that you personally choose and want. For example, It's your self esteem and your confidence that goes simultaneously with smelling good, which is a factor of you choosing to purchase borax.

Borax Image

SELF CONGRUENCY

-Almost 90% of customers are women

-The ideal consumer is a person who considerate of their families hygiene and their own hygiene

*accessible correlation for customers

*borax is a self-congruent product

*Influence on changing customer behaviour

SELF CONCEPT

-By using Borax to wash clothes, consumers will achieve their ideal self of being clean

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The End