Gucci : Consumer Behavior

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There are four different consumer decision models. The economic model consumers make very rational, economic choices, rigidly adhering to the five-step process. They allocate their limited resources to achieve the best utility for their purchases. The consumer reviews all of the choices available compares features and benefits and makes a logical decision. In the passive model, consumers are more irrational and make impulsive decisions. They can be easily manipulated by promotion and advertising. Their buying decisions are based more on wanting a product than needing a product. . Extensive use should be made of in-store materials that call attention to special deals and increase impulse buying. The cognitive model shows consumers are thinking problem-solvers. They will work through the 5 step process, but not as rigid as the economic consumers. These consumers will respond to promotions based on the consumer receiving good value for their money. If hey are convinced they are getting a good deal, they can be motivated by promotion and advertising to make the purchase. The emotional model demonstrates consumers who may associate deep feelings or emotions (fun, fear, prestige, hope, etc.). This means consumers use less time to think about whether the product is necessary for them or not. When consumers make decision in this model, they are quite impulsive and have emotions with purchases or possessions. Gucci consumers follow the emotional model, They associate their purchases with prestige, fun and hope.

References

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