Identifying and Understanding Trends in the Marketing Environment

Identifying and Understanding Trends in the Marketing Environment

Consumer behavior is influenced by both internal and external factors. Internal factors, also called the personal factors, are things like motivation, learning, and perception. External, or social, factors include things like social norms, family roles, and cultural values. Trends in the external environment can have major impact on consumer choices and preferences. It is important for marketing managers to be aware of such trends. How can managers learn about such trends? Let us explore the Web site of a company that conducts national surveys and publishes reports on such trends.

Harris Interactive frequently publishes several survey findings that can be of interest to marketers. Let us examine three such surveys. First, take a look at a survey done on March 6, about the Obesity Epidemic in America. This study finds that among people over 25, 80 percent are overweight. This proportion has been on a steady increase since 1983 (when it was 58 percent). The proportion of obese people was 71 percent just a few years ago, in 1995. Interestingly, 60 percent of people surveyed said they wanted to lose weight.

Another survey done by Harris Poll focuses on whom Americans trust. This survey presents data on which professions are considered most trustworthy to Americans. The survey indicates that Americans trust priests and other clergymen the most (90%), followed by teachers (88%), doctors (84%), and police officers (78%). Among the least trusted professions were trade union leaders (37%), members of Congress (42%), business leaders (43%), and journalists (49%).

A third survey conducted by Harris Interactive focuses on Americans' leisure time activities. This survey asks people to name their favorite leisure-time activities and how much time they allow for their leisure. The most popular leisure-time activity is reading (28%), followed by watching TV (20%), spending time with family and kids (12%), fishing (12%), and gardening (10%). The popularity of these activities has stayed fairly consistent over the years. The survey also found that Americans spend 50 hours per week on their work. In the early 1970s, this number used to be just 41 hours a week. Some other relatively popular pastime activities included swimming (8%), computer activities (7%), and going to the movies (7%).

1. Given the trend in obesity among American consumers, which industries stand to benefit the most? Why?

The fast and processed food industries stand to reap a large benefit in the form of profits as American consumers continue to consume more and more of these products. While food retailers do continue to offer healthy options, consumers stay focused on their regular buying habits which is a trend of unhealthy food choices. Additionally, with the escalating trend toward obesity the diet industry and any related industry (diets foods, pills, patches, even exercise industries) stand to reap benefits. In fact according to diet guru Susan Powter who appeared on Good Morning American Tuesday morning, the diet aid industry made $33 billion dollars last year. Not to mention health related industries such as physicians, hospitals and pharmaceutical companies as obesity continues to cause health problems that could otherwise be prevented through diet and exercise.

2. How would you use the information on whom Americans trust for marketing purposes?

While clergy and teachers are among the most trusted people, you would not necessarily use them in advertising unless you were