The main consumers of the Dr Marten product are young adults and teenagers, who are usually attracted to the connection the company has to past countercultures and the celebrities they see wearing them. But how does a person decide to buy a pair of docs? The process of consumer decision making has five steps involved.
1. Need Recognition: this involves internal and external stimuli. internal stimuli in this case would be when you see a design of a Dr. Marten shoe that you like, then you realizing that you want a pair. External Stimuli is when an external force recommends this item, like a celebrity endorsement.
2. Information search is when consumers try to find information to satisfy their desire. They can search internally for info where consumers can found out if they know anyone who've had negative or positive experience with Dr. Martens. They can also search external info, which includes w ord of mouth, store visits and through media. Dr. Martens has ads around the city in different forms of media such as the TV, magazine advertising, subway ads, etc. this all influences the customer.
3. Evaluation of Alternatives and Purchase, when the consumer decides whether the price the is reasonable. This isnt usually a problem for Dr Martens due to their products durability and their influence
4. The customer then purchases the product.
5. pos tpurchase behavior happens after the consumer buys the product. The customer usually has certain expectations from the product (such as durability for docs) and if these expectations arent ment hey can become displeased and leave negative reviews.
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