Consumer Profile
The consumer, who has been featured in this consumer behavior model, is a woman; she was born outside the United States, but has lived in the country for an extensive period. She is in her early 30s and has been married for the last four years. The customer is currently pursuing her MBA degree (marketing option) and works as an assistant marketing manager in one of the best organizations in the country. She is a middle class individual who earns an average of $7,000 per month. She prefers quality products and the same standards apply for hand bags. Due to the nature of her job, she travels a lot and meets the customers of her organization on behalf of her boss.
Recognition of Needs
The occupation of the lady depicted in this plan is marketing, which requires her to attend many business meetings where she meets with the company’s customers. She likes to lead a healthy lifestyle and prefers quality items including classical handbags and dresses. She believes that good business etiquette includes being tidy and attractive in appearance among other qualities. This aspect can be explained through personal motivation. An individual’s motivation is the push factor behind what he/she does to keep himself/herself attractive and tidy. Currently, she is planning to purchase a new handbag because the one she has at the moment is of low quality. She specifically wants a classical handbag that is elegant and official.
Consumer Decision and Search for Information
Although she does not work near the Louis Vuitton shop, most of the meetings she attends are held near it. She likes to visit the shop to research on her favorite handbags. She also prefers the Louis Vuitton Store because it sells the best handbags and other accessories. She went to the shopping store on the public holiday to try to find a handbag that suits her needs and likes. While in the shoe shop, she tried a number of handbags to see the one that goes with most of her clothes and shoes. The lady is a frequenter of only two stores: Women Monogram and Louis Vuitton.
The lady, because of her narrow choices of stores had only two options, but it was still difficult for her to make a quick decision. Her ability to make the final decision was influenced by among other forces, emotional, psychological, and logical factors, and the need to be official and smart before people. The Women Monogram Palermo was selling at $117 and Louis Vuitton was selling at $129.
Values and Lifestyles
Many research institutions such as the Marketing Science Institute (MSI) explain that attitudes, lifestyle and value segmentation shape consumer behavior by dictating how they purchase products in relation to their preferences and the satisfaction they seek in life. The motivation within an individual is the main push factor behind what he/she does in life. Ideas, self-expression and achievement are the motivational factors in an individual’s life and are the points at which people’s personality intersects with their internal environment. The decision of the consumer depicted in the plan is influenced by her career, self discovery, achievement, and desire to be smart and tidy.
Price
The prices in this consumer behavior plan are $117 and $129 for the two bags. Price is known to influence the decisions of consumers when planning to purchase a product. Most consumers believe that products that have relatively higher prices are of greater value and quality, and determine someone’s class. The decision of the lady in this plan was influenced by the urge to remain in a high social class and her desire to associate with the Louis Vuitton brand.
Store Atmosphere
The environment that exists in a store is another factor that influences the purchase decision. The environment that is created on Louis Vuitton attracts many consumers to shop in the store. The shop attendants in the store are welcoming and they assist customers to choose items that suit them the most. The shoes that are sold in the store are classical, stylish and of very high quality.
Purchase Decision
The lady, after considering all the factors including the price of the bags in the two stores, made her final decision. She decided to settle on the Louis Vuitton Palermo PM handbag. She felt that buying the bag would make her more confident and enhance her self-esteem.
Findings
There are a number of conclusions that can be drawn from this lady’s behavior plan. Firstly, the decision to purchase a product by consumers is influenced by the need to have it. In addition, the decision can be influenced by the availability of the same product in different stores. Lastly, the environment created in a particular store also significantly influences the client’s decision to purchase an item. The consumer in the plan, after considering all the necessary factors, made her final decision by buying a new hand bag from the Louis Vuitton Store. She then rationalized her decision and returned to the equilibrium position; after the purchase, the lady consumer prepared herself for the next expenditure chapter.