Air Jordan And Understanding Consumers Behavior

Chapter 6: Consumer Decision Making

When choosing a brand as a consumer; how do one come to the conclusion on why the brands  or products we purchase fulfill our needs? For a business it is vital to understand the decision making a consumer makes because this helps the business approach consumers in a way where promoting their product changes the consumer's  decision making criteria.  This is all part of the consumer decision making process, as consumers we take all the parts of this process to determine if we want to buy this product; these five steps are key to the purchasing process. When society chooses to buy the Air Jordan sneaker it is mostly because the consumer desire it. Based on the step of needing recognition; whether its because people are looking to fit in with others that currently own a pair because they like the style of the sneakers; or maybe because they grew up witnessing Michael Jordan's career take shape and enjoy his brand. Jordans first being introduced to the basketball world would  be related to a nonmarking- controlled information source which is part of the information search step. There are many different reasons and decisions being made while the consumer are looking to purchase this brand. Based on the target market of the company they first target professional athletes and then move on to society who have a great deal of appreciation for the stylish sneakers on their feet. The social class of a person also determines if a person could afford to buy a pair. The current rate for a pair of Jordan sneakers range from $125 dollars to over $200 dollars, for people that have the money and have no problem buying them oppose to the people that can't afford them and are left out.  Overall consumer have the ultimate decision to buy or not to buy the Jordan product due to having so many other sneaker brands out there such as Adidas and Reebok which is realized as the evaluation of alternatives but in the end result the consumers will choose Jordan due to the reputation the brand has. When purchasing the sneaker the postpurchase behavior of a person is left with the expectations of feeling good about yourself and is experiencing a great boost of self esteem because they are now feeling accepted with in the social class.