While
on vacation for Spring break, I planned a trip to Florida to visit my sister,
and her new home. During the actual vacation we decided to dedicate a day to
shopping. Forty minutes north of her home is a town called Ellenton. Ellenton
contains a number of high-end designer premium outlets. While shopping through
these outlets (containing 50+ stores) we decided to stop at the Juicy Couture
store. While browsing through the boutique, I found my one weakness, a new
purse. While a purse is not an actual need[1]
I was able to use my rationalization perspective[2]
to justify the purchase, as an opportunity need[3].
Since the purse was relatively pricey (even on sale) I used an extensive problem-solving[4]
tactic for my buying decision behavior[5].
The
first step in my decision making process was problem recognition[6].
I noticed a difference between my actual and ideal states, and tried to figure
out which was more important. I decided that I really loved the purse and that
every-time I wore it I would remember my sister and our fun vacation.
Therefore, through my opportunity recognition, my ideal state moved forward. My
second and third step worked with one another. My second step was a thorough Information
Search[7].
I conducted my information search online by looking at different websites on my
Iphone, to see if I could find the exact purse for a lower price, the search deemed
unsuccessful. I then conducted an external search to evaluate alternatives
(step 3) and went to other stores around the complex. My third attempt’s
purpose was to find a comparable product for a more affordable price, but again
no results. My last and final step was the ultimate product choice; I ended up
purchasing the purse with a matching wallet, and was able to save three hundred
dollars by putting my decision-making skills to work.
Concluding,
my overall satisfaction with the product (on a scale from 1 to 7 where 1 is
extremely dissatisfied and 7 is extremely is satisfied) is a 7. On the same
scale as stated above, my likelihood of going back to this firm is a 7, and my
likelihood of recommending this product is a 7.
[1] A biological
Ex- need, food, water, shelter
[2] A type of logic associated with a
consumer that they use to justify purchase decisions
[3] Certain circumstance occur to help meet
a specific need
[4] This type of problem solving takes more
thought/decision processing. Usually used for expensive purchases or brands
that you make not know too much about.
[5] This is the behavior (routine response,
limited problem solving, or extensive problem solving) that we use to make a
final decision.
[6] When
consumers see differences between current and ideal state.
[7] The process by which we survey the
environment for appropriate data to make a reasonable decision
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