Ch. 6 - Consumer Decision Making

 

Consumer behavior accounts for a large portion of sales through any company. Understanding customers needs and wants is essential, we have to keep in mind that a customers decision making can solely be based on there emotional connection to an item. Marketing plays a major role in shifting these thoughts to a positive connection, for example their modern classic spring collection has been introduced, turning up the Bright's also they've recently placed a major focus on color blocking and different unpredictable shades of color. Generation Y is the main audience for the company, valiant, bold and fearst, they understand the need and they deliver. Whether its offering low or high priced leather goods coach takes into consideration the factors that affect decision process. Viewing their potential buyer as a customer , really exploring the outside competitors and staying true to the now trend really helps them deliver long term satisfaction. Coach is fully involved in helping a customers decision making experience hassle free. Due to extensive evaluation they are able target different demographics, pushing there product in countries such as US, Japan, China and Europe through online websites and local boutiques. Information retention also helps deliver as well, and understand the need of the customer values of their goods. Keeping data of customers information helps identify as well as deliver endless possibilities. We have to feedback knowing that is possible if this customer walks out of out store we are able to make a reoccurring connection, perhaps through media, reference groups, online magazines billboard, being assessable and conveniently located can help enhance this experience.