Ch. 6 - Consumer Decision Making

What drives a consumer to purchase a Michael Kors product? What drives the consumer to purchase a Louis Vuitton product? Michael Kors is one of most recognized luxury brand in the world, with 20 millions sales more than its competitors Michael Kors stands as the top of the evoked set in consumer mind.

When purchasing a Michael Kors product, consumers are driven by social factors, cultural factors, psychological factors and individual factors. 

the external stimulus of the consumers comes from a wide range of factors such as the continuous innovation of the products. Michael Kors has added ready to wear line, fine jewelry, watches and shoes to its collections. Michael Kors advertises its products through multiple channels, from print advertising to commercials, billboards, magazines and social media. The non-marketing-controlled information source comes from hundreds of blogs, and review websites where people talk about the brand,lifestyle-related posts help associate Michael Kors with elite culture are successful in driving purchase discussion. When considering of purchasing a Micheal Kors bag or product the consumer is affected by conscious motives such as the high quality of the product that performs well, friends, colleagues or acquiescence that already have a Michael Kors products.

                                      For all Apple users, Michael Kors offers various products such as 
                                        iPad cases, iPhone, Laptop holders at Apple stores