Research Proposal: Ugg Boots: Customer Analysis Issues

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SAMPLE EXCERPT:

[. . .] SHOPPING OCCASIONS AND OUTLET SELECTION

The marketing strategies are also dependent on the shopping occasions and the preferences given to particular image of the outlet. In this case the shopping occasions can involve a particular ceremony or occasion or even an impulse purchase (Baumeister, 2002). Consumers often go for the purchase of shoes and boots when they need one on any specific occasion or ceremony. Apart from that sometimes the consumers are also involved in the impulse purchase if they have some previous knowledge about the particular product and suddenly encounter with the same product and like it.

The shopping outlet and surroundings play important role in the purchase decision of the consumers. There are different aspects and factors of surroundings and situation which influence the final purchase decision of the consumer (Belk, 1975). The situational influences are categorized into:

1. Physical surroundings

2. Social surroundings

3. Temporal perspective

4. Task definition

5. Antecedent States

The physical surroundings which are around the consumer at different times like when getting information or communicating, when purchasing the product, or when using the product. The store atmosphere plays an important role in the purchase of the product. The company has to understand the importance of the store atmosphere and will have to work on the location, decor, lighting, and visibility of the outlet in order to attract more consumers (Kotler, 1973).

Apart from the physical surroundings the social surroundings also influence and impact the purchase decision of the consumer. The social surroundings include the other persons present around the consumer and their roles. The interpersonal interaction with the people also impacts and influences the final purchase decision. The company has to understand this impact and influence of the social surroundings on the final purchase decision and should work on the training and development of the salesmen and other store staff to provide positive experience to the consumers and try to influence their decision making process.

The temporal perspectives are the one which are there only from some time and influence the final purchase decision. In this case of UGG Boots the weather and seasonal factors can influence and impact the purchase of the product. The UGG Boots are perceived to be useful and worth buying in winter season as they provide warmth and comfort. The company has to incorporate this factor of seasonal sales in their marketing strategies.

Task definition includes the selection of the shop or outlet in order to get information about a product either general or specific. Apart from this it also includes the different roles of the buyers and different purposes behind the purchase of the product. In this situation there is a chance that the consumer is buying shoes for his own self or is buying them for someone else, or for giving them as a gift or present to someone else. All these different roles and purposes reflect different information search and decision making process and the marketing strategies should be designed accordingly.

The antecedent states are the momentary moods which are for short time of period. The consumer can be in different state of mind and in different mood at the time of purchase. The consumer can be happy, sad, and anxious, in hurry, etc. these all results in affecting the final purchase decision, also the availability of the cash, illness, and being tired can also influence and impact the final decision of the consumer (Gardner, 1985). These all factor should be incorporated into the marketing strategy of the company.

PERCPECEPTION OF THE CONSUMERS ABOUT THE PRODUCT

The perception of the consumers about the product influences the overall decision making process about the purchase of the particular product. For this reason marketers place high importance on the positioning of the product in order to built positive perception about the product in the mind of the consumer. The perception of the consumers revolves around the process of information processing. The consumer is first exposed to different stimulus which directs the attention towards the product, the consumer interpret the stimulus and assign meanings according to his understanding, and finally store this response and interpretation in the memory for future references. This internal memory then influences the process of information searching and selecting and choosing a product.

The company has to devise effective marketing strategies to influence the perception of the consumer so that consumer forms positive perception about the UGG Boots. Some of the strategies which can be used by the company can be retail strategy, development of brand name and logo, effective media strategy, the strategy related to the advertisement and packaging etc.

ATTITUDES, MOTIVATION, AND PERSONALITY OF THE CONSUMER

The motivational factors also play important role in influencing and impacting the final decision making process of the consumer. There can be different motives and purposes behind the purchase decisions which can be psychological or behavioral. The company has to understand this fact and has to devise marketing strategies revolving around the motives of the consumers. In order to make such marketing strategies the company first has to identify purchase motives behind the purchase of the UGG Boots.

The personality of the consumer also influence the final decision making process related to the purchase of a particular product (Sirgy, 1982). The consumers go for the products which are according to their personalities and complement and further enhance their personality (Kassarjian, 1971). Specially in this case of the UGG Boots, the consumers are more concerned about their personalities and images and want to purchase shoes or boots which will reflect their actual personality.

The attitudes are formed of three different components which are (Shiv, & Fedorikhin, 1999):

1. Affective component: feelings

2. Cognitive component: beliefs

3. Behavioral component: the response

The Cognitive and affective components are formed as a result of the interpretation and perception formed. The interpretation is formed by the Gestalt function of the individual characteristics of the consumer, the characteristics of the stimulus he is exposed to, and characteristics of the situation around the consumer (Vinson, Scott, & Lamont, 1977). This concept is presented in the figure below:

Characteristics of situation

Characteristics of stimulus

Gestalt Function

Interpretation:

Cognitive

A

ffective

Characteristics of individual

The attitudes of the consumer is this case will revolve around the perception of the UGG Boots as the one which are not trendy and are not stylish and are perceived to provide only comfort and warmth. The company has to devise marketing strategies in order to change this pre-defined and perceived perception and attitude of the consumers towards the UGG Boots in order increase the influence the purchase decision of the consumers.

FINAL DECISION MAKING ABOUT THE PURCHASE BY THE CONSUMER

All the factors discussed above will influence the final decision making about the purchase of the UGG Boots by the consumers. The decision will involve limited information search and involvement on the part of the consumer and as the product is low involvement product. The company has to come up with effective and efficient strategies to change the perception, attitudes, and behaviors of the customer towards the BGG Boots.

CONCLUSION

The paper has presented different issues related to the consumer behavior when the consumers face the decision of purchasing shoes or boots. According to this paper the company should work on providing quality and relevant information on internet about the UGG Boots to change the perception and attitude of the consumer. Apart from that the focus of the marketing strategies should be on word of mouth as the social influences play important role in the final purchase decision.

REFERENCES

Baumeister, R. (2002). Yielding to temptation: self-control failure, impulsive purchasing, and consumer behavior. The Journal of Consumer Research, 28(4), 670-676.

Belk, R. (1975). Situational variables and consumer behavior. The Journal of Consumer Research, 2(3), 157-164.

Bettman, J, & Park, C. (1980). Effects of prior knowledge and experience and phase of the choice process on consumer decision processes: a protocol analysis. The Journal of Consumer Research, 7(3), 234-248.

Ceder, D. (n.d.). Comfort over trendy - the ugg boots. Retrieved April 1, from

Gardner, M. (1985). Mood states and consumer behavior: a critical review. The Journal of Consumer Research, 12(3), 281-300.

Hoyer, W. (1984). An examination of consumer decision making for a common repeat purchase product. The Journal of Consumer Research, 11(3), 822-829.

Kassarjian, H. (1971). Personality and consumer behavior: a review. Journal of Marketing Research, 8(4), 409-418.

Kotler, P. (1973). Atmospherics as a marketing tool. Journal of retailing, 49(4), 48-64.

Malhotra, N. (1982). Information load and consumer decision making. The Journal of Consumer Research, 8(4), 419-430.

Nelson, P. (1970). Information and consumer behavior. The Journal of Political Economy, 78(2), 311-329.

Olshavsky, R, & Granbois, D. (1979). Consumer decision making-fact or fiction?. The Journal of Consumer Research, 6(2), 93-100.

Shiv, B, & Fedorikhin, A. (1999). Heart and mind in conflict: the interplay of affect and cognition in consumer decision making. The Journal of Consumer… [END OF PREVIEW]

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