Ch. 6 - Consumer Decision Making

Marketers need to appeal to the consumer decision making process in some form in order to get us to purchase the product. If this is accomplished consumers will return to buy again. If ads present a want factor to a consumer thats not enough to get them to purchase. For instance seeing something makes you want to buy it.  When I see an ad like the one above I associate Movado with my favorite type of music and an important figure like Winston Marsalis in that form of music. Movado is saying to me, "look things you admire, are with us". External stimuli and internal stimuli occur, so the want factor is there and their not even showing their product just the name. Now I go through my information search for why I' m going to purchase another watch. My internal search tells me that with the past two purchases I was satisfied, and I love wearing my watches. Doing external searches can tell me what kind of watch I' m looking to purchase. If I base this purchase on what I see that is marketing controlled like ads I see and hear it might be enough, to a consumer like my self who is impulsive it is enough. Other consumer see this ad and may talk to family or associates and their experiences with Movado and or jazz music will get them to purchase. Being someone that attends jazz clubs is like a subculture, not things that have been passed done from generation to generation but things I have come across on my own. My family is hispanic so salsa clubs are more their immediate culture appeal to product buying so if this ad featured Carlos Santana it would appeal to more family. The Movado Brand is a social class that holds their standard for well made watches high but affordable. I purchased my first Movado at 18. Buying a Movado is not like purchasing a Rolex. With research you find that Movado is an originator in well made watches and the product is superb. Maslow's Hierachy of Needs, present the needs that push consumers to purchase a product, Self-actualization needs is the smallest because thats not the reason why people purchase products most of the time. 

The ad above fills in most of the needs and gives me just the reasons I want to purchase another Movado Product. "People need what they don't want, and want what they don't need." We from generation to generation have heard and said this yet we continue to purchase products on the basis.