Needs Analysis
Functional needs
A Muslim does not enter place of prayers while wearing shoes hence they will need flip-flops, which are easily worn i.e. no laces, buckles, or socks. Secondly, salons provide flip-flops to clients to make them feel comfortable during pedicure, manicure and other services. Flip-flops as well are worn at the beach (Stimpert, n.d., par. 6). This is an area where a person cannot wear high-heeled shoes because of sand. Additionally, flip-flops are worn for personal fitness especially during pregnancy and while walking for short distances.
Symbolic needs
Flip-flops, grills, beach towels, and baseball are all utilised together during parties held at the seashore. This symbolizes fun and relaxation during summer. To add on this, flip-flops symbolize trendiness and youthfulness. As an informal type of footwear, flip-flops are used in the bathroom, kitchen and while cleaning the house.
Emotional needs
Flip-flops make consumers feel relaxed since they are less strenuous compared with high-heeled shoes. The sense of satisfaction gained from using flip-flops is also an emotional need.
Social needs
Because of trendiness and youthfulness of flip-flops, a wearer gains acceptance to a social class of youths who are fashion sensitive (Wasmer, 2012). Besides, women habitually match their dressing with flip-flops.
Decision Making Process Analysis
Need recognition
As summer approaches, a consumer notices that flip-flops are required to match the hot condition. On a daily basis, a Muslim has to attend prayers nearly five times a day. He or she then realizes that flip-flops are necessary because of the ease of wearing. To add on this, an expectant mother becomes aware that she needs flip-flops for comfort.
Information search
Websites and online social media are the current main source of information for consumer. Family members and friends as well provide a potential consumer with information on flip-flops.
Evaluation of alternatives
Crocs and Havaianas have developed interactive websites that allow consumers to compare products with reference to colour, shape, and prices. Moreover, flip-flops vary according to material used to make the product i.e. leather or rubber. Furthermore, the customer will choose between alternatives by looking at the functionality of flip-flops i.e. for fun at the beach or for physical fitness.
Purchase decision
Since flip-flops belong to the family of footwear, many consumers in UAE go to dedicated shops where they can choose between varieties. Secondly, explosion of information technology have enabled customers to purchase from online shops. An example is Havaianas, which allow customers to purchase and wait for shipment to be delivered. Thirdly, supermarkets have availed flip-flops in their shops. Under this scenario, a consumer who is shopping for household items can decide to buy flip-flops.
Post purchase decision
Consumers who are conscious of footwear quality look at durability. Others who bought flip-flops for comfort purposes would evaluate the product on whether they were comfortable upon wearing the footwear. In line with this, women generally share their experiences with other women hence they are likely to express satisfaction or dissatisfaction from consuming the product.
Types of Decision Making
Consumers of flip-flops have variety-seeking buying behaviour. Even though involvement is low, a consumer is very much aware of difference between options. As an example, Havaianas have varieties including slim hardware, men’s urban premium, kids slim, slip peacock, as well as customized brands. Crocs too has availed different options to fit men, women, girls and boys. Girls for example can choose crocslights while men who are ocean minded can go for scorpion luxe flip, honuback flip, or manaia II flip. Considering that flip-flops have numerous varieties, consumers tend to switch between brands.
References
Stimpert, D. (n.d). Flip-Flops: The DOs and DON’Ts of Flip-Flops. Web.
Wasmer, L. (2012). Re: The Psychology of Wearing Flip-Flops. Web.