1.

Many consumers continue to buy and send greeting cards instead of writing a letter,

sending an email, or making a phone call because it takes less time to send a card, that is already

pre-written in, than to sit down and write a letter or an email. Also not a lot of people have time

to talk on the phone with someone who cannot stop talking for hours so instead they send a

greeting card. There are a lot of greeting cards for all types of occasions, if a consumer cannot

find the right words to say to someone, the greeting card does it for them, comes with an

envelope, and is good for whatever the consumer needs it for. People link very specific product

attributes (indirectly) to terminal values: People choose among alternative means to attain some

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end-state they value. They buy products to the extent that they provide the means to some end

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state they desire. Consumers buy greeting cards not only because it’s a thoughtful gesture but to

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give someone joyfulness they are hoping one day that the same thoughtfulness is returned to
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them.

2. When consumers buy different types of card the level of thought that goes into buying
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each card varies among the event. For example if it’s a birthday the consumer most likely thinks
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about if its for a child, teenager, older person and how well they know the person. Also they

consider what greeting card would be most appropriate for the person getting the card. If it is
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graduation or wedding card the consumer considers who the card is for again, how well they

know the person because usually people put money into graduation and wedding cards and if
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they do not the person that well then the consumer will not put as much in the card if they knew
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the person. Choosing greeting cards can be difficult to consumers who cannot make decisions

easily it takes them hours to pick out one type of card. I, being one of those consumers, evaluate
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each card I picked out and put it back on the shelf. I eventually find the right card and purchase

it. Consumers that just walk down the card isle and purchase any card do not put a lot of thought

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 into their purchase, however if they know the person really well they might put a lot of thought

into the card. Depending on the knowledge of knowing the person the consumer is purchasing

the card for depends on how much thought, search and evaluation they put into the greeting card.

3. When a consumer makes a choice on where to buy a greeting card, it mainly has to do

with convenience. If a consumer is in Wal-Mart or Target shopping, they are not going to leave

the store drive to a Hallmark store and buy a card, they are going to buy one while they are

already shopping. Hallmark has a soothing atmosphere when consumers are shopping; many

consumers may just leave the store and stop at a Hallmark store on the way to wherever they are

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going. Hallmark has certain products and cards that are only sold are their stores and if the

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consumer wants those products they will have to go there to get them. Hallmark is a strong brand

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name and most consumers will buy a Hallmark card for someone they care about or they barely
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know. Buying Hallmark cards shows the person receiving it that the person who bought the card

took the time out of their day to drive to a Hallmark store and pick out a greeting card. However
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it may be hard for a consumer to get to a Hallmark store and easier to get a card somewhere else,
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Hallmark could expand their product line to other retail stores such as Wal-Mart or Target, this

way Hallmark may get more sales. Hallmark has exclusive products only offered in their stores
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which is great because if consumers want the particular product they have to purchase it from a

Hallmark store, however it could be negative also because the consumer may not want to travel
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as far to a Hallmark store when another store is closer and they will be settling for less than the
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consumer should.

4. Hallmark does not need to change its in-store strategy or their web strategy. Most
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consumers use the internet all the time and having a good interactive website is key, which is

what Hallmark has a great website. The website offers products and cards not available in stores

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 and it is easier for the consumer to ordered products online then to drive twenty minutes to the

nearest store. Also Hallmark’s in-store distribution is very strong, having exclusive products and

cards. However the only suggestion is for Hallmark to have more advertisement and promotions

for certain items in their store. For example one week have certain items half off when

purchasing an anniversary card, something along those lines. Consumers will continue to go into

the store as long as they feel they are getting what their money is worth.

5. Research shows that men account for only 15-20% of greeting card purchases. Most men

only buy cards on their wife/girlfriend’s birthday, Valentine’s Day, or an anniversary; this would

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only account for such a low percentage whereas women buy cards for every occasion and just

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put their husbands/boyfriend’s name on the card. Women are more likely to go out a buy a card

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than men are because women usually do the shopping for the house and when they are out they
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pick up a greeting card. Older people ages 50+ only go out when they need to, they just do not

go out a buy cards and most of them do not drive so they do not have transportation to go buy a
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greeting card for someone. Older people are more personably they would rather give someone a
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phone call than a greeting card. Hallmark can reached these two segments by having a special on

their sports cards or products and having a product that appeals to the elderly people. Hallmark
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can make a lot mre profit if they get men and older people 50+ ages into their stores.
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