consumer behavior, decision-making process, fashion industry, marketing strategy, purchasing process, shoes, shoe buying process, market study, brand image, analysis, case study
In marketing to understand the decision-making process of a consumer; it is important to first comprehend the behavior of the consumer in order to identify the elements of this behavior in front of a product such as, for example, the needs, the motivations, and others; he may have for a particular product.
Indeed, any purchase made by a consumer comes from decision-making resulting in a purchasing process that is done for the importance that it produces. The purchase process in marketing is defined as all the operations that lead a customer to buy a product. This process has 5 steps, which are the recognition of the need, the information search phase, the comparison phase, the decision phase, and the post-purchase phase.
[...] d)The decision or purchase phase The decision phase is known as the buy and installs phase. This time the consumer will use other parameters while basing himself on those he used during the research and comparison phase. For the case of purchase of shoes, the consumer has two alternatives either he goes on site (point of sale or shop) or he orders them on the internet. If we refer to our study, we find that there is a relationship between accessibility to purchase and the means of purchase of shoes. [...]
[...] According to the results obtained, people buy certain shoes only for 3 main criteria: the brand itself aesthetics (55.9%) and finally quality So we can formulate the following hypothesis; out of the population of 144 people questioned about 81.2% of the population are under 40 years old (are considered young . so when they recognize the need to buy shoes; it's either for sport; either to give yourself a style or to replace a worn pair. So in order to fill this gap, this part of the population will want to look for a brand of good quality shoe (resistant . ) with many models (in order to have more choice). [...]
[...] This proportion of athletes is linked to the type of shoe that is purchased the most; indeed during this survey, the majority of people questioned said that they prefer to buy sneakers (to play sports you need sneakers). So we can deduce that the share of young people in the population studied; playing sports; need sneakers (84.5% of pairs of shoes purchased are sneakers) Then after having identified the need to buy shoes, we arrive at step 2 of the buying process. Information search In this step, the consumer after having identified his need will seek information concerning the solution to his need and to do so several means are implemented for this (experience; magazines, website, etc.). [...]
[...] This is why people prefer to buy Nike shoes (in 73.8% of cases) because this brand meets consumers' expectations when they want to buy shoes, i.e. the brand itself aesthetics (55.9%) and finally quality So, we can deduce that the population of 144 people after the purchase of their shoe, the majority of this population want to have a good experience of their purchase and that is why they generally buy the Nike brand because this brand is well known as a quality shoe brand (it lasts longer); aesthetics (Nike has more choices . [...]
[...] Sometimes you can do both online or in stores (represent 37.2% of the population) After determining the proxy means of the shoes. The consumer will have to make a choice among others. As we saw during the phase of recognition of the need, the majority of people need shoes and more particularly sneakers. Yet from basketball brand; there are several known ones and according to the results obtained the majority of people think directly of the Nike or Adidas shoe brands. [...]
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