Numerous
home-shopping channels have recently started offering a variety of upscale
products. For example, in 2010 HSN
started carrying the Sally Hershberger line of hair care products (Belch
486). Home-shopping channels, such as
QVC, Shop@homeTV, and Shop NBC have also added higher end products to their
inventory like jewelry and high quality kitchenware. However, home-shopping channels becoming more
upscale has gives the industry its advantages and disadvantages.
Some advantages are gaining prestige among consumers making people aspire to purchase from home-shopping channels and broadening the target market.
When people see upscale products being sold on home-shopping channels such as QVC and Shop NBC, these channels will automatically gain a reputation for being “higher end”. People aspire to be a part of the high class, upper income social status, or at least give off the impression of being so. This will encourage more people to utilize and purchase from home-shopping channels in order to give off the impression of being “high class”.
If shopping channels sell upscale products they will also broaden their target market. Since people aspire to buy upscale products, home-shopping channels will not only appeal to people who can easily afford these products but also people who hope to be able to afford them. This means lower and upper middle class as well as upper class as a target market.
Some advantages are gaining prestige among consumers making people aspire to purchase from home-shopping channels and broadening the target market.
When people see upscale products being sold on home-shopping channels such as QVC and Shop NBC, these channels will automatically gain a reputation for being “higher end”. People aspire to be a part of the high class, upper income social status, or at least give off the impression of being so. This will encourage more people to utilize and purchase from home-shopping channels in order to give off the impression of being “high class”.
If shopping channels sell upscale products they will also broaden their target market. Since people aspire to buy upscale products, home-shopping channels will not only appeal to people who can easily afford these products but also people who hope to be able to afford them. This means lower and upper middle class as well as upper class as a target market.
A disadvantage to this move is making buying off of home-shopping channels seem too “upscale” and unobtainable for common people. People may see home-shopping as something that is very unpractical and expensive, especially considering the current economic conditions. For example, a lot of people buy from Wal-Mart stores because it has a reputation for having low prices, but in reality, better deals and/or lower prices can be found at different stores such as Target, Five Below, Costco, etc. This is especially true when stores have different promotions and sales throughout the year.
References
Belch, GE. and Belch, MA. Advertising
and Promotion: An Integrated Marketing Communications Perspective, 9th Edition.
McGraw-Hill Companies. 2012.
Lucky88 Casino site - ChoE Casino
ReplyDeleteWe 온카지노 offer a wide variety of casino games and games to our players. You can play online slots or other games from the comfort of your choegocasino own home. 바카라사이트