Marketing Case 4

CASE STUDY 4

1.Who uses Pinterest and why?

Since its launched in 2010, Pinterest has become the go-to website for discovering new hairstyles, makeup, home décor or arts and crafts. These trends, hobbies and ideas have resonated more with women, than with men. Primarily, because of the high involvement of search and information available to them. Another reason why it has evolved into a women’s market is the reduction of post-purchase dissonance or “buyer’s remorse”. Bloggers, interior designers or artists have the ability to use and showcase products as well as show how to use them by posting pins.

2. List and briefly describe why Pinterest has primarily attracted a female audience.

Pinterest has become a large staple with women because it satisfies their functional needs and psychological needs at the same time. Hairstyles, make up, arts and crafts along with other trends are a massive marketplace on Pinterest, women can try many different hairstyles, makeup trends or rearrange furniture by searching or discovering reference groups whom have tried the same. Pinterest also lessens social risk and psychological risk; in other words, acceptance of the purchase among family, spouse or friends. I have heard countless times “…I saw it on Pinterest…” or “….just go to Pinterest, it will show you how to do it..” among my girlfriends.

3. How is Pinterest different from other social media like Twitter and Facebook? How can Pinterest capitalize on these differences to attract male users?

Pinterest differs from Twitter and Facebook because its embeds images into a consumer’s retrieval set and evoked set when recognizing that there is a need for a product. It has served as a mode of information search and research before purchasing products or decorating homes. Target. Inc has jumped to the opportunity of showcasing furniture, home décor and style products with the “Pin it” button on their website. Most definitely, it has increased Target’s conversation...