consumer buying behaviour

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INTRODUCTION Marc Jacobs is one of the most celebrated and influential American fashion designers of his time. Launching the Marc Jacobs fashion line in 1986, he introduced an unconventional and quirky style to the American market that had never been seen before. With his first store opening in 1997 within New Yorks renowned Soho district, it would merely be just the beginning to the world-wide expansion of the brand. Most recently, in 2008, Marc Jacobs began introducing various lines of fragrances to the public, including Daisy. It is important for Marc Jacobs to understand the consumers of the brand including their mental and social processes that influence them to purchase their products. This helps to create understanding as to why consumers would choose their product over another, how they make these choices and how this information can be used to provide value to customers.(n.m chauhan 1) NEED RECOGNITION The decision making process begins with the recognition of a need, where the consumer identifies a difference between an actual state and a desired state. In regards to purchasing Daisy, Marc Jacobs perfume, the consumer’s actual state does not truly need to change at all. This behaviour results from self-improvement motivation. The behaviour of purchasing such a product is aimed at changing the consumer’s current state to one that is more ideal; not simply maintaining the current state of existence (CB5). Perhaps one of the most renowned theories that could be applied to this situation is Maslows hierarchy of motivation. When purchasing Daisy perfume the consumer would find that the most basic of their needs are satisfied and therefore the need for personal fulfilment (self-actualization) of purchasing the perfume can be ... ... middle of paper ... ...available to the need, the consumer can proceed to purchase Marc Jacobs Daisy. Although, the purchase decision process can also depend on the quality and experience had in the retail environment. This could include the promotion for another perfume, a return policy or an unexpected price. Sales assistants are also crucial at this point of sale as they have the power of suggesting an alternative; or also giving an unpleasant experience to the consumer which will deter them from purchase. POST PURCHASE EVALUATION Now that the product has been purchased and consumed, the adequacy of the original need of purchasing the fragrance can be evaluated. The consumer will assess if the perfume satisfied the original needs and expectations of the product. This could include longevity of the scent and if it suited your personality or compliments received from friends and family.

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