Customers are motivated to buy clothing and shoes from Tammy because of its recognition which can promote the brand to the public, it could be seen as a ‘status symbol’ to influence others to purchase. This could be applied to the Maslow Hierarchy of Needs because customers are motivated to satisfy their needs, and once it is achieved, they move on to the next; which explains why in affluent societies there is ever growing demand for goods which satisfy the higher order needs.
Sociological Tammy’s clothing and shoes are made for younger children who are ages around five years and in correspondence it gives the parent’s choice of what they choose their children to wear. As children get older, they become more fashion aware especially from the external environment around them; this may include fashion trends on the high street, store catalogues and fashion magazines.
Economic The consumer is a rational person, who tries to use his or her money income to derive the greatest amount of satisfaction, or utility, from it. Consumers want to get the most for their money or, to maximise their total utility. Rational behaviour also requires that a consumer not spend too much money irrationally by buying tons of items and stock piling them for the future, or starve themselves by buying food at all. Consumers all engage in rational behaviour.
A marketing-oriented organisation requires all of these departments to ‘think customer’ and to work together to satisfy customer needs and expectations (Palmer, 2009:26). Palmer (2009:6) says there are three components of market orientation which are customer orientation, competitor orientation and inter-functional orientation. Customer orientation requires that a company understand not only the present value to the customer, but also how this is likely to evolve over time.
Competitor orientation is when a firm should work at how well its competitors are able to satisfy buyers’ needs. Inter-functional orientation requires that the organisation draws upon and integrate its human and physical resources effectively and adapt them to meet customer needs. Tammy should understand the awareness of ethics because the buyer who purchases their products could have a cause of concern from where the products were made from, despite the fact Tammy produce such quality products yet wonder what the working conditions in India are like.
It could be the thought that the workers are being exploited into working for longer hours for minimal wage prices, which can also disrupt the user’s behaviour especially if they have moral issues about ethics. An example is that generic brands being bought by Primark would not concern the buyer because it would be obvious that the workers are working at a lower wage rate since they have cheaper quality products.
Decision making unit is where few purchase decisions are made by an individual without reference to others (Kotler, 2009: 46). Usually, other people are involved in some sort of role and have a bearing on the final purchase decision. A number of roles can be identified among people involved in the decision process such as influencers, gatekeepers, buyers, decision-makers and users.
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