Chapter 5: Attitudes Based on High Effort

 In order to keep with changing trends in the market, marketers need to help consumers form positive brand attitudes based on new beliefs and associations. These beliefs have a huge influence  for customers on buying decisions. Dollar Tree was able to have a big influence on changing people's attitudes when it came to the products that they were offering.

When the Covid-19 pandemic first hit, a lot of customers we're flooding the stores to get their hands on the desired products that they thought they needed due to the lockdowns that were placed. Due to the huge wave of customers hitting stores, a lot of desired products went out of stock real quick. Dollar Tree ended up benefiting from this because a lot of stores were running out of stock of a lot of products so customers had to turn to different alternatives.

One of the hottest commodities during the pandemic was toilet paper. A lot people went overboard and ended up buying more than what they needed at big named retailers. How Dollar Tree managed to influence people's decisions into buying products at their locations was by offering the desired products at their stores. Some of the big name brands of toilet paper were offered at the Dollar Tree during the height of the pandemic. Dollar Tree used the emotional aspects in order to attract more customers to its stores. By offering big brand names of toilet papers and other products, people were able to be satisfied with buying big named brands at a dollar store.

Dollar Tree not only attracted new costumers with the emotional aspect, they also were able to use precise time-keeping ability as well. During the beginning of the pandemic, a lot of customers felt uncomfortable in waiting in long lines to get the products they needed due to the spread of the pandemic. Sometimes people would end up leaving empty handed because the product is out of stock. Covid- 19 forced customers to focus more on the value more than anything else. 

As the big retailers were running low on toilet paper, Dollar Tree saw a huge spike in the basket size and a dip in transaction volume. Getting these products in a quick amount of time compared to other retail stores was the reason why Dollar Tree saw a huge spike in customers shopping at their stores. Let's be real! Why waste time and money at another store when you can save your time and money by getting the same products at the Dollar Tree.