Consumer Behavior - Choosing Trail Shoes PDF

CONSUMER BEHAVIOR 1. Introduction  Overview of Consumer Behavior as the study of individuals, groups, or organizations and their processes in selecting, securing, and disposing of products, services, and experiences. Case Study: Choosing trail...

CONSUMER BEHAVIOR 1. Introduction  Overview of Consumer Behavior as the study of individuals, groups, or organizations and their processes in selecting, securing, and disposing of products, services, and experiences. Case Study: Choosing trail shoes - This business case highlights the complexity consumers face in product selection, emphasizing decision-making in real-life scenarios. 1. Purchasing Process Breakdown:  Problem Recognition: Nicolas realizes his current shoes (running or hiking shoes) are unsuitable for trail running due to the specific terrain and conditions (rocky, wet, snow-covered).  Information Search: Nicolas begins his research by consulting specialist magazines and visiting sports stores. He also seeks opinions from friends and colleagues who are experienced trail runners.  Alternatives Evaluation: He compares multiple brands (Nike, Salomon, Asics), weighing factors like grip, comfort, weight, durability, and price. His evaluation includes both in-store trials and reading online reviews.  Purchase Decision: After a lengthy process of trying shoes in different stores, Nicolas chooses the Salomon XT WINGS 3 based on its fit, grip, weight, and his positive store experience.  Post-Purchase Behavior: Nicolas has doubts about his choice after making the purchase, wondering if he could have found a better deal or a more suitable shoe elsewhere. 2. Influencing Factors:  Individual Factors: o Psychological: Nicolas’ motivation to continue mountain activities with his friends influences his decision. He also experiences cognitive dissonance after the purchase, wondering if he made the right choice. o Perception: Nicolas perceives certain brands (Salomon, Asics, Nike) based on their association with outdoor sports and their technical specifications. His past experience with Nike creates bias, and he questions the reliability of Salomon due to past issues with shrinkage. o Personal: His age, income (CSP+), and active lifestyle lead him to value quality and performance over price. o Social Influence: His friends, particularly Bruno, influence his decision- making. Their experiences with Salomon shoes contribute to his ultimate purchase decision.  Environmental Factors: o Cultural: The rise of trail running and mountain sports within Nicolas' social and professional circles creates pressure to perform well in this activity. o Technological: The availability of technical information online (product specs, reviews) shapes Nicolas’ understanding and preferences.  o Economic: Nicolas has more disposable income now compared to his student days, which allows him to invest in high-end equipment. 3. Action Plan:  Step 1: Define Priorities and Needs: Nicolas should define his most critical needs: grip, comfort, weight, and durability. A professional shoe fitting session can help him assess these factors more effectively. Additionally, he should consider the long-term value of the product, not just immediate costs.  Step 2: Conduct More Focused Research: Nicolas should continue gathering information by testing shoes in-store and consulting trail-specific review sites. He could also benefit from checking comparative tests (online or through magazines) that rank trail shoes based on performance criteria.  Step 3: Take Friends’ Recommendations: Given that social influence is significant in his case, Nicolas should engage with his more experienced trail-running friends and maybe try the same models they use, particularly if their feedback aligns with his needs.  Step 4: Trial and Error: He should ensure the shoes he selects undergo a trial period in safe environments before committing to a race. If the shoes don't meet his expectations, returning or exchanging them is crucial.  Step 5: Maximize Comfort and Fit: Nicolas should consider aspects like lacing systems, foot shape, and weight when making the final decision. Comfort over long distances is vital, so trying multiple shoes with different weights for training and competition could be beneficial.  Step 6: Avoid Cognitive Dissonance: To prevent post-purchase regret, Nicolas can verify his choices with reputable online pricing tools and customer feedback platforms, ensuring the price-quality ratio aligns with market expectations.  Step 7: Post-Purchase Care: Proper maintenance is critical. Nicolas should follow the best practices for maintaining trail shoes to prolong their life, such as air-drying them after use and avoiding washing machines. 2. Engel–Kollat–Blackwell Model  This model outlines the decision-making process influenced by external stimuli (social, cultural, economic) and individual characteristics (psychological and personal traits).  Emphasis on how marketing stimuli (like the 4Ps: Product, Price, Place, Promotion) trigger consumer responses. 3. The Purchasing Process  5 Steps: o Problem Recognition: The need or problem that prompts the consumer to begin the buying process. o Information Search: Gathering data about products that can solve their problem. o Evaluation of Alternatives: Comparing different products or brands. o Purchase Decision: Deciding on the product or service to buy.  o Post-Purchase Behavior: Satisfaction, loyalty, or regret after purchase. 4. Influencing Factors  Sociocultural Factors: Culture, subculture, social class, and lifestyle play a role in shaping consumer preferences.  Interpersonal Factors: Group dynamics, reference groups, and family influence consumer decisions.  Individual Factors: Personal needs, motivations, attitudes, perceptions, and learning processes. 5. Need, Want, and Motivation  Needs: Fundamental, biological, or psychological deficiencies.  Wants: Desires for specific products or services that can satisfy needs.  Motivation: The driving force behind purchases, explained through Maslow’s Hierarchy of Needs and the ERG Model (Existence, Relatedness, Growth). Videos: Several YouTube videos supplement this section, covering motivation theories and the evolution of consumer desires. 6. Implication and Motivation  Consumers' level of involvement varies with personal interest, the significance of the purchase, and perceived risks.  High-involvement products (e.g., cars) require more thorough decision-making, while low-involvement products (e.g., toothpaste) involve quick decisions. 7. Socioeconomic and Cultural Influences  Socioeconomic Characteristics: Income, purchasing power, social class, and demographics influence consumer behavior.  Cultural Norms and Values: Culture shapes preferences, habits, and attitudes toward products. Hofstede's and Schwartz’s cultural dimensions explore cross-cultural differences in consumer behavior.  Color Perception: How color meanings vary across cultures, e.g., red symbolizing love in some regions, while indicating danger in others. 8. Perception and Marketing Stimuli  Perception: Consumers filter and interpret marketing stimuli (advertising, promotions) through their sensory systems.  Neuromarketing: Insights into how the brain responds to marketing stimuli.  Weber’s Law: Examines how noticeable changes in product attributes (like price or packaging) impact consumer perception. 9. Emotions and Affect   The role of emotions in linking a brand to positive experiences, which enhances customer attitudes and brand loyalty.  Emotional benefits influence purchasing decisions, leading to brand affinity. 10. Business Case: Generic Drugs  The case studies how to overcome consumers' perceived risks when buying generic drugs, illustrating strategies to build trust through education and effective marketing. 1. Purchasing Process Analysis: Generic Drugs Problem Recognition:  Patients are reluctant to switch to generic drugs due to a variety of concerns, such as safety, efficacy, and origin of production.  There's a perception that generic drugs, being cheaper, might not be as reliable or safe as branded drugs. Information Search:  Patients often gather information from pharmacists, media, doctors, and their personal experiences with drugs.  Mixed messages from these sources contribute to confusion and mistrust. Evaluation of Alternatives:  Consumers weigh the pros and cons of generic vs. branded drugs. While generics are cheaper and supported by public policy, the concerns around efficacy and health risks (such as allergies or different excipients) cause hesitation. Purchase Decision:  Some consumers, despite their doubts, opt for generic drugs to save costs, while others prefer to stay loyal to the branded versions, believing in their higher quality and efficacy. Post-Purchase Behavior:  After using generic drugs, some patients report satisfaction with the cost-benefit balance, while others express dissatisfaction, attributing health issues or side effects to the switch. 2. Influencing Factors on Decision Making Individual Factors:  Psychological: Concerns over safety, quality, and unfamiliarity with generic brands contribute to high levels of perceived risk. Many patients exhibit brand loyalty to drugs they have used for years.  Perception: Many consumers believe that cheaper products are inherently less effective or lower quality, creating cognitive dissonance when choosing generics over branded drugs.  Experience: Negative experiences, such as side effects after switching to generics, reinforce the perception that branded drugs are superior. Social and Environmental Factors:  Social Influence: The recommendations of doctors and pharmacists play a major role. Mistrust arises when different professionals provide conflicting advice.  Cultural Norms: Health is considered a priceless asset, and many patients are willing to pay more for branded drugs if they perceive them as safer and more effective. 3. Action Plan to Reduce Perceived Risk Step 1: Public Education Campaign  Objective: Build trust by educating the public about the bioequivalence of generic drugs and their rigorous approval process.  Execution: o Highlight scientific facts in the communication strategy, emphasizing that generic drugs are tested and regulated under the same standards as branded drugs. o Use trusted medical professionals (doctors and pharmacists) as spokespeople in media campaigns. o Develop educational content addressing common misconceptions, such as the impact of excipients, to reduce fear and uncertainty.  Mediums: National TV ads, pharmacy posters, social media infographics, and expert-led webinars. Step 2: Enhance Transparency in Drug Manufacturing  Objective: Address concerns about the origin and quality of generic drugs.  Execution: o Provide clear information on the production standards of generic drugs, emphasizing that they are produced by reputable manufacturers. o Launch a QR code system on packaging that links consumers to a website explaining the drug's origin, manufacturing process, and quality controls.  Mediums: Digital platforms, pharmacy leaflets, packaging labels. Step 3: Strengthen Doctor-Patient Communication  Objective: Encourage open discussions between patients and healthcare providers about the safety and efficacy of generics.  Execution: o Train doctors to provide consistent messages about generics during consultations, backed by up-to-date scientific evidence. o Equip pharmacists with easy-to-understand brochures that they can give to patients to clarify the similarities between generics and branded drugs.  Mediums: In-office materials, e-learning modules for healthcare professionals. Step 4: Focus on Personalization  Objective: Address individual concerns and provide personalized guidance to reduce risk perception.  Execution: o Create a helpline or chat service where patients can ask specific questions about generic drugs. o Introduce pharmacist consultations where patients can discuss their concerns one- on-one and get personalized advice.   Mediums: Pharmacy-based services, online chat support. Step 5: Use Positive Testimonials and Success Stories  Objective: Reduce social stigma and reassure hesitant consumers.  Execution: o Feature real-life patient testimonials in advertisements who switched to generics and experienced positive outcomes. o Highlight cost savings and the contribution generics make to sustaining public health systems.  Mediums: Social media campaigns, TV spots, pharmacy displays. Step 6: Regular Monitoring and Feedback  Objective: Continuously assess the effectiveness of the campaign and adjust accordingly.  Execution: o Conduct post-campaign surveys to measure changes in public perception and confidence in generics. o Monitor sales data to see if the demand for generics increases post-campaign.  Mediums: Data analytics platforms, follow-up surveys. 11. Marketing Stimuli and Learning Process  Classical Conditioning (Pavlov): How repeated associations (e.g., ads with pleasant imagery) can condition consumer responses.  Instrumental Conditioning: Learning through rewards and reinforcements (e.g., loyalty programs).  Memorization: Consumers’ memory plays a role in product recall and brand recognition, emphasizing long-term and short-term memory. 12. Attitudes and Preferences  Attitude Formation: Developed through communication, past experiences, and perception.  Changing Codes of Masculinity: An example of how shifting social norms influence the male skincare market.  The rise of e-commerce is noted as being particularly suited to products where discretion is important, such as men’s cosmetics. 13. Evaluation of Alternatives  Models like Compensatory, Conjunctive, and Lexicographic demonstrate how consumers evaluate different options based on multiple attributes such as price, design, and brand. 14. Post-Purchase Behavior  Satisfaction: Defined as an emotional state resulting from comparing actual performance with expectations.   Loyalty: Behavioral and attitudinal loyalty are explored, along with techniques to measure it, such as tracking repeat purchases and overall satisfaction. 15. Sustainable Consumption  Circular Economy: Focus on reducing waste and reusing resources.  Collaborative Economy: Explores how sharing platforms (e.g., Airbnb, Uber) are transforming consumption patterns. 16. Synthesis and Exam Advice  Exam Tips: 50% questions, 50% case studies.  Importance of understanding business cases and applying marketing concepts to real- life scenarios. LAST BUSINESS CASE: Action Plan for Abercrombie & Fitch International and Experiential Marketing: 1. International Marketing Strategy: Segmentation, Targeting, and Positioning (STP)  Segmentation: o Focus on young adults aged 15-24, as this group is the largest spender on fashion. Divide further based on geography, lifestyle, and income levels. o Create personas based on different regions, such as urban teens from Europe, affluent youth from North America, and fashion-conscious youth from Asia.  Targeting: o Continue focusing on urban youth who are trend-conscious and value exclusivity. o Prioritize key regions with potential for rapid growth: Europe (e.g., France, Germany), Asia (e.g., Japan, China), and North America.  Positioning: o Reinforce A&F’s image of premium, casual luxury with an exclusive, young, and fashionable edge. Highlight the American lifestyle and preppy Ivy League culture. Product Policy: Standardization vs. Adaptation  Recommendation: Hybrid Approach o Standardization: Keep core brand identity, American style, and key product lines consistent globally to maintain brand integrity. o Adaptation: Adapt styles and clothing sizes to local preferences (e.g., warmer clothing for colder European markets, specific fits for Asian markets). Pricing Policy: Differentiation  Risks: o Perception of inconsistency in pricing between regions may lead to brand dilution.  o Economic factors, such as local competition and purchasing power, can hinder profitability if miscalculated.  Mitigation: Ensure differentiated pricing reflects local market conditions, balancing affordability with premium perception. Distribution Policy  Exclusive Distribution: o Stick to limited, high-profile stores in prestigious locations (e.g., Champs Elysées, Tokyo Ginza).  Omni-channel Presence: o Leverage the growing demand for e-commerce, expanding online stores globally. Ensure an omnichannel experience for customers—blending the online platform with in-store experiences. International Communication Policy  Develop communication strategies that align with cultural and socio-demographic factors in each market.  Use localized influencer marketing and social media campaigns to build regional relevance.  Emphasize the aspirational, American lifestyle associated with the brand across global platforms. 2. Experiential Marketing Strategy Leveraging In-Store Experience  Enhancing the Experience: o Continue positioning the store experience as A&F’s primary marketing tool, where customers can immerse themselves in a sensory environment (lighting, music, fragrances). o Include interactive experiences (e.g., photos with models, exclusive product launches). Impact on Customer Journey:  Anticipated Experience: o Build anticipation through online promotions, social media teasers, and limited edition product announcements.  Buying Experience: o Improve in-store navigation and product placement to ensure easy access to desired items. o Foster interactions with staff to create personal connections that elevate the experience.  Consumption Experience: o Post-purchase customer care, such as loyalty programs and exclusive member offers, will increase long-term brand loyalty.  Memory and Nostalgia: o Create memorable experiences (e.g., events, souvenirs like branded photos) that evoke nostalgia and encourage return visits. Experiential Dimensions:  Hedonistic-Sensory Dimension: Continue to engage customers through sensory elements like scent, music, and lighting to create a luxurious and exclusive ambiance.  Praxeological Dimension: Encourage customers to engage with the brand beyond shopping—offer experiences such as pop-up events or exclusive member-only activities.  Time Dimension: Extend the time customers spend in-store through unique experiences (e.g., live events, product demonstrations).  Socio-Cultural Dimension: Highlight A&F’s iconic American heritage, connecting the brand story to cultural narratives that resonate with each market. Online Strategy and Experiential Marketing:  Pros: E-commerce offers convenience and wider reach, especially to customers not near a flagship store.  Cons: It’s harder to replicate the in-store experiential atmosphere online.  Solution: Enhance the online shopping experience with rich visuals, virtual try-ons, and AR tools that bring elements of the store’s sensory experience to customers' screens. 3. Risk Mitigation  Sustainability of Competitive Advantage: o Continually refresh the in-store experience to keep it exclusive and engaging. o Implement regional modifications to experiential strategies to cater to different cultural preferences.  Major Risks: o Cost: High operating costs for experiential stores (especially in premium locations like Champs Elysées). o Online Competition: E-commerce growth may threaten foot traffic in flagship stores. o Mitigation: Focus on creating a seamless omnichannel experience and regularly revamp stores to offer something fresh. Final exam : Bachelor  The study of consumer behavior covers all stages of the consumer purchasing process, from the search for information to post-purchase behavior.  ✔️ True  Pavlov's reflex corresponds to "instrumental" conditioning.  ❌ False (Pavlov's reflex is "classical conditioning," not instrumental conditioning.)  What does "Internal search" mean?  Internal search is when consumers recall their past experiences or memories to help them make a decision.  Experiential marketing creates a link between the brand and the consumer, thereby building loyalty.  ✔️ True  A satisfied consumer is a loyal consumer.  ❌ False (Satisfaction does not always lead to loyalty; other factors may influence loyalty.)  "Collaborative consumption" can also be described as the "sharing economy."  ✔️ True  Car-sharing (co-voiturage) is an example of collaborative consumption.  ✔️ True  Name 2 reasons why a consumer would defer the buying process.  1. Uncertainty about product quality  2. Waiting for a price discount  A consumer may be loyal to a brand but not buy it regularly.  ✔️ True  Give an example of compulsive purchase.  Buying clothes impulsively without needing them during a sale.  The penetration rate is the number of products purchased by the brand out of the total number of products purchased in this category.  ❌ False (Penetration rate refers to the percentage of a target market that purchases the product in a given period.)  What is a "compensatory model"?  A decision-making model where a consumer evaluates options by weighing the pros and cons, allowing positive attributes to compensate for negative ones.  Name two ways to help memorize stimuli.  1. Repetition  2. Strong emotional appeal  What is the circular economy?  The circular economy is an economic system aimed at eliminating waste and continually reusing resources through recycling, reusing, and reducing consumption.  What are the two components of perceived risk?  1. The size of the potential loss  2. The probability of negative consequences  Name 3 factors that can influence the degree of implication.  1. Personal interest in the product  2. Perceived risk  3. Product price or cost  Name 5 different roles in the purchasing process.  1. Initiator  2. Influencer  3. Decider  4. Buyer  5. User  The informer is an external individual that will give information about the product (ex: a salesperson will give information about a car to a family who is wanting to buy a new one).  ✔️ True Case study (10 pts) : Monday, September 261h, Margot is a student in a business school in Paris. On Saturday November 19, her school's gala will be held in a S-star hotel in Paris. Everyone is dressed up for the occasion. She's looking forward to the event, and is so excited about going that she's already wondering how she'll wear for the occasion. Margot knows that Isabelle, her best friend, wants to wear a soft, flowing fitted maxi dress. Anna, on the other hand, wants something with lace, a little kitsch but still super elegant. She imagines herself in a pastel color. Joséphine, on the other hand, is aiming for a tight-fitting dress, with a beautiful décolleté in the back, and elbow-length gloves. They all seem to have very strong opinions. Margot can't make up her mind. She'd like to break the mold and even wonders if a jumpsuit tailleur pantaion) wouldn't be better than a dress, which is so expected at this kind of event. She had once seen a photo of Jennifer Lawrence, whom she adores, in a super-elegant black jumpsuit. It looked great on her, as well as being still very feminine and elegant. Wearing a jumpsuit to the gala would be a bit provocative and would break the codes. She doesn't want to shock her classmates and be criticized. Besides, she doesn't want to regret going too "outside of the box" later on. What's more, there will probably be photographers around, and we'll be able to take group photos, so these will be memories that will stay with her friends. Better to put on a good show! First, she searches the Internet, alone in her room, on her smartphone. She searches the websites of certain brands to get an idea. Margot has never been to a gala before. But this is a big event and she doesn't want to make any mistakes. She decides to "test the waters" with her friends the following weekend by going shopping. They set their sights on chic eveningwear stores, and even dared to enter a boutique selling wedding dresses and bridesmaids' outfits. Margot starts to get an idea of some really pretty dresses that would look good on her. But still, it's very expensive for an evening out. Besides, the idea of a jumpsuit still tickles her... Tuesday October 25th, The date approaches. Margot has been concentrating on her lessons and has put her thoughts to one side. The excitement she felt when she found out about the gala has died down a little. Even so, she listens to comments, or when passing by shop windows, or going through magazines, she pays more attention to what's trendy. Well, she's still got a month to go... Friday, November 10. Margot is seriously starting to stress now. There's not much time left before the big day, and only a weekend to go, so everything's going to come down to this weekend. At the very least, she needs to decide on the outfit. After that, accessories will probably be easier to play with. Her friends have already bought their outfits. Joséphine even has everything: shoes, accessories, everything! They recommend the boutiques and websites they've visited. Margot looks at the websites, but realizes that by the time she gets delivered, if there's a problem she'll have wasted time, will have to start from scratch and make a decision in a hurry, which she doesn't want to do. It's better to go directly to the stores. So she tries the boutiques recommended by Isabelle and Anna. She took a few steps into the ist boutique, "scanned" the interior, but wasn't thrilled by what she saw. Since she still had to find an outfit, she persisted and entered the store completely. The saleswoman approaches and smiles at her, welcoming her. She asks if she can help her. Margot hesitates. At the moment, she's not sure what she's looking for. She says she's just looking around. The saleswoman smiles and tells her not to hesitate if she needs advice. Margot takes a look at the racks. Nothing strikes her. She leaves the boutique and goes to another, where Anna has found her favorite dress. She enters the 2nd boutique. She's confident she'll find something. She finds the first model, which seems very elegant and may well suit her body type, but it's a little short. She goes over to the sales assistant on the phone to ask if there's a similar model, but a little longer. The saleswoman continues her conversation on the phone, apparently with a supplier. She glances at Margot but doesn't say hello or smile. After several minutes, she hangs up and turns to Margot with a simple "Yes? Margot was a little taken aback and asked if there was a model similar to the one she'd noticed, but a little longer. The saleswoman simply says, "It's all on display here". Great. Thanks for the help. Margot is now upset with the sales assistant. She decides to leave and has Saturday November 12th, The gala is only a week from now. Margot takes Isabelle, Anna and Joséphine with her, and the 4 of them head off to the stores to find the rare pearl that will (finallyl) satisfy Margot. Isabelle returns to the boutique she had recommended to Margot. Margot is not motivated. Joséphine Is familiar with the boutique, and remembers going there with a friend who was going to a wedding. The products are apparently of super quality yet affordable, and the boutique is well known in the trade. She's heard a lot of good things. Margot reluctantly agrees. Okay, she hadn't had a positive first impression when she rushed into the boutique, but if Joséphine and Isabelle both highly recommend it, and the products are of excellent quality and affordable. It might be worth trying again. The 4 of them enter the store. Margot, having been put off by her first experience, is stubborn though, and especially stressed by the idea of wasting any more time. Isabelle goes straight to a corner of the store. Apparently she knows the shop and where to find the good stuff! The shop assistant recognizes her, and they exchange a few friendly words. Margot starts finding the atmosphere pleasant. She feels more at ease. Maybe the sales assistant can give her some good advice. She goes up to her and explains that she's looking for an outfit for the school gala, but isn't sure what type she'd like to wear. The sales assistant listens attentively, looks discreetly at Margot's morphology, and asks her a few questions about her tastes. Her first question: "Do you prefer a dress? A jumpsuit?" Margot is stunned. The sales assistant didn't go straight to the idea of a dress! She felt more confident, explained in more detail what she wanted, and told the sales assistant that she would like something offbeat, but not too offbeat, so as not to shock. She explains that she was thinking of a jumpsuit with high heels. The sales assistant reassures her that it's very trendy, but not yet commonplace. Come on. It doesn't hurt to try it on and see how she feels in the jumpsuit and dress models in this boutique. The sales assistant suggests a very elegant mid-length dress in silk, molded on the top but very fluid on the bottom. The dress is beautiful, very simple, no fuss, and looks very comfortable to wear, still being very elegant and classy. She also suggests a super-elegant jumpsuit, navy blue, flowing, with a magnificent set of shoulders and a very thin silver belt marking the waist. Margot tries them both on. Her friends, caught up in the festive atmosphere, wait, chatting and Margot first tries on the jumpsuit, her favorite. She gets out of the cabins. Her friends stayed silent a bit too long. It takes them a while to get used to the idea of a jumpsuit and not a dress. After a few seconds, they quickly pull themselves together and become more encouraging. But Margot has sensed the void and is clearly cooled off. She thinks it's too out of place. The sales assistant, who got aware of what happened, suggested that Margot tries on the dress, and then tries on the jumpsuit again. By then, her friends have had a chance to familiarize themselves with the idea. In fact, Isabelle is already starting to say, "It's actually not bad... I like it... Not bad at all indeed.... Well, let's see the dress!". Margot returns to the cabin. She tried on the dress, but still disappointed by the reaction of her friends. She fells that the dress is a bit tight. In the end, she feels relieved, that's a good excuse to prefer the suit... But then, will she dare wear it anyway? If everyone at the gala turns around to detail and criticize her, it doesn't look good. She leaves the booth to show off the dress, but she's clearly not feeling well in it. The saleswoman arrives with a new dress model. Margot tries on the dress. It fits perfectly and is just what Margot wanted. But it's not the jumpsuit, and Margot was really happy with the suit. She exits the cabin. Ah. The friends are all spellbound. Margot returns to the cabin and tries on the suit again. She emerges from the cabin in her suit. Isabelle says, "Yeah, all the same. It's really classy". Anna silently approves, perhaps not yet convinced. Suddenly, the store door opens. It's Louise, Margot's sister. She was supposed to join Margot and her friends after her handball match. Louise's reaction is immediate: "Wow, Margot's a class act! That's so you! You're gorgeous! Margot feels relieved. Except that she also likes the dress, which has the advantage of having won everyone's approval. She doesn't know which way to turn. She asks the sales assistant to keep the two models for a few hours, to give her time to think. The sales assistant agrees, and even tells her she can keep them until Monday. Margot leaves the store with a smile on her face. Monday November 14th. Margot still hasn't decided yet. After class, even though she has not decided yet which outfit to get, she goes to the boutique with Isabelle. She tries the two outfits again. She decides in the end for the jumpsuit. She feels relieved to have finally made her decision. But unfortunately the relies oy are not lasting. She's afraid she is made the wrong choice, and her Isabelle tries to reassure her, telling her that frankly, yes, it's surprising at first, but that she's too beautiful as she is and that this outfit really exudes personality. Margot returns home. She tries on the outfit again in her room and tries to project herself. She goes back on the internet to do some research. She looks at the photos. Yes, there are jumpsuits, they're not the most numerous images, but yes, there are. And in the end, she finds that photos of stars on red carpets wearing this kind of outfit stand out much more and are more stylish and charismatic than all the frilly dresses and so on. Margot is reassured. otty wisher personal, ad ar candoei for awarday favorite choice rom the stare, At least i's All that's left now is to find the shoes... Questions : DETAIL YOUR ANSWERS 1. How high is the implication of Margot in this purchase and why? 2. Identify the factors that influenced Margot's purchase, and describe them in detail, specifying at which stage(s) of the buying process these factors come into play. 3. Detail the information search process and at what stage(s) of the buying process it comes into play. 1. How high is Margot’s implication in this purchase and why? Margot's implication is very high because:  Emotional importance: The gala is a big event, and she wants to look perfect.  Fear of regret: She’s worried about choosing the wrong outfit and standing out too much.  Social pressure: Her friends have strong opinions, and she doesn’t want to disappoint them.  Cost: The outfit is expensive, so she wants to make sure it’s worth it. 2. What factors influenced Margot’s purchase, and when?  Personal preference: Margot is inspired by Jennifer Lawrence's jumpsuit, which influences her during the early stages when she’s thinking about what to wear.  Friends’ opinions: Her friends’ feedback (both positive and negative) influences her during the evaluation stage when she’s deciding between the dress and jumpsuit.  Salesperson’s help: The kind salesperson who listens and helps Margot feel more confident affects her final decision.  Social expectations: She’s worried about standing out too much at a formal event, which affects her thoughts during the evaluation stage. 3. What is Margot’s information search process, and when does it happen?  Internal search: Margot remembers celebrities and past experiences, like seeing a jumpsuit she loved. This happens at the start when she’s thinking about what to wear.  External search: She looks online, visits stores, and talks to her friends to get more ideas. This happens during the middle of the process as she explores options.  Social search: Her friends and the salesperson provide feedback, helping her make a choice. This happens when she’s deciding between options. In short, Margot’s decision process involves thinking about her personal style, getting feedback from friends, and seeking help from salespeople before making her final decision.