Ch. 6 - Consumer Decision Making

When talking about consumers and what makes them buy I like to think of myself and what makes me want to buy something. One of the things I do the most to make sure I want to buy something is to research. I for one am a super make-up fan so before I buy a product from a certain brand I research it and see what other people think about the product. Another thing I do is really stick to what I am already use to because if it works well then why change. These are both an example of internal information search and external information search. I think that in this day and age since social media is the #1 way to market to consumer, a good amount of people research the product that they want before buying.

UNIQLO uses this to their advantage because most of the customer that shop at UNIQLO are returning customers. They use the internal information search, the customers like what they got at UNIQLO and comeback for more. This is particularly true with my product, Ultra- Light down Jacket. The customers would come to the store just for those jackets and they would buy more in different colors and styles. It got to the point where UNIQLO decided to sell Ultra-Light down Jackets all year round, which before was only sold during the fall and winter.

UNIQLO also uses the external information search to their advantage. They use the marketing- controlled information source, to continue getting new customers and make them returning customers. If you live in big cities like New York City, Chicago, or Santa Monica you can see a lot of the UNIQLO ads all over public transportation.

 Also when UNIQLO has a collaboration with another designer you can see ads on the New York Times, which helps bring in a lot of the older crowd to UNIQLO to shop. Also when the collaborations with Novak Djokovic, who is a famous tennis player, this collection brought a lot of the sports fans to shop and again become returning customers.