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CONSUMER BEHAVIOUR IN FASHIONMOTIVATION & PURCHASE OF LIFESTYLE PRODUCTNAME: DEEPALIROLL : 9SEM : IVDEPT : F.C

MOTIVATIONDespite recent global economic downturns around the world, but Luxury goods still the popularity as some of the most popular products in the world. Now-days, more and more people know about Luxury goodsand interested with Luxury goods. China has become the largest Luxury goods purchaser market. Luxury goods to be researched in my report were only included expensive accessory which are watches, bags, shoes, apparel, perfumers and so on. This article discussion about the facts that the attitude, motivation influence people buying Luxury goods. However, there mainly are three luxury consumer groups inthe rich flaunting fortune and manifesting identity, the young people gaining a sense of satisfaction and the bribers for mutual collusion and commercially "hidden rules."( Wood, Zoe,2011) With the rapid development of national economy and the enhancement of the purchasing power, the luxury consumption Chinese people also got a certain development. The consumer perception of the people to the luxury goods needs to be guided and showing off the wealth to prove their self-esteem shows a lack of intrinsic value. Luxury Goods, customer Psychology, buying behaviour, buying motivation The steps involved in a customers purchase making decision

1. A problem arises2. The search for a solution begins3. Possible solutions are evaluated4. A decision is made and a purchase takes place

As far as influences go, there are two types: internal, and external.

If you wish to truly be able to satisfy your customers needs(and I think you do), then you must understand your customer. And in order to understand your customer, you must understand what influences their decision making process.

Perception: Perception is how we consciously and subconsciously process information. It is how we view the world around us. But it is also how we view ourselves. Self-perception plays a large role in customer purchase decisions.Each and every personal has a perceptual filter that is unique to them. In order to effectively influence a customers purchase decision, you as a marketer, must learn how to position yourself in such a way so that you are filtered appropriately through a customers perception. The simplest way to do this is to make it very known how your product/service will provide a solution to your customers problems.

Education: A persons knowledge undoubtedly influences their purchasing decisions. Knowledge is the sum of all the education and experience owned by a person. As a marketer, the key to obtaining new customers and retaining old ones is getting people to be open minded and to accept new information about your product. This can often be a tricky task, and again is why proper positioning is critical.Self-Construction: Also known as self-concept or self-perception; this is how people assess themselves. It includes an assessment of their personality, physical attributes, lifestyle, hobbies, skills, talents, etc. People often make purchases to support their self-construction, and will rarely; if ever make a purchase that contradicts their self-perception (How often do you see a vegan at a butcher shop?). As a marketer, if you can see how a customer perceives himself or herself, then you will have a great advantage if you are able to position your product/service in a manner that supports their self-concept.

Motivation: Motivation is a huge internal influence when it comes to a customers purchase decision-making process. If somebody is motivated to achieve something, they will often encounter a problem along the way, and will seek solutions in order to accomplish what it is they are set out to do. For example, say you are motivated to get fit. Great! Thats fantastic! Now what? Well, you need some sort of a solution. You could join a health club, invest in a personal trainer, purchase a kettlebell, etc. There are a variety of possible solutions, and depending on your level of motivation, some may be more enticing than others. However, do not confuse motivation with involvement, which is about how much effort a customer puts into making a decision. Again, as a marketer, you will have a greater advantage if you can find out what is motivating your customers.

Role in society: A customer often makes purchases to support their perceived role in society. A persons roles may also vary, as their role in their personal life may be quite different than their role in the workplace. Figure out what role your customer plays and figure out how your product/service can be of a benefit to it.

LOUIS VUITTON HANDBAGSNeeds:When a consumer is purchasing Louis Vuitton purse, the need behind the decision may be both needs; hedonic and utilitarian. Its utilitarian need because the consumer needs a bag. The need becomes hedonic when one chooses to buy luxurious and expensive bag.

From a psychological perspective need can be hedonic or utilitarian. Hedonic needs are subjective and experimental. Consumer can also be motivated to to purchase a certain product because it provides both types of benefits. Functionality can bring great pleasure to consumer. Pleasure is highly valued in modern world. Utilitarian needs implies that consumer will focus on the objective, tangible attributes of products.Motivational conflicts can be found in cases where someone has two similar or different motivations for the same need. There are two variables, which are approach and avoidance. Approach, the positive motivation that drives towards and avoidance, the negative motivation that drives away from some object or condition. With these two variables there can be found three possible situations, which are approach-approach, approach-avoidance and avoidance-avoidance.

In the first situation, customer has two gorgeous Louis Vuitton purses and is not able to make a sale decision between them. In the next situation customer admires and desires the bag but the price is too expensive. In the last situation customer considers the price to be over the budget and that the purse doesnt fulfil all the personal criteria.

Companies such as Louis Vuitton do not sell only the product. Instead they sell motive satisfaction or problem solutions. In their case the actual handbag is only a small part of the ensemble, a part of the whole product concept. Surround the product there can be found for instance rational, emotional, latent and manifest motives. Here are few examples of how these motives can be arised.

In rational motives goals are chosen according to objective criteria for instance the price or quality of the handbag such as Louis Vuitton has premium priced, handmade, waterproof and fireproof high-class handbags. In emotional motives goals are chosen according to personal or subjective criteria where customer has a desire for social status. The Louis Vuitton brand is one of the reasons why customer buys their handbag.

Manifest motives are those, which the customer is aware of and willing to express. Latent motives are those, which the customer is unaware of and unwilling to recognize. These motives are harder to identify and they need projective techniques to pop up.When a consumer is purchasing Louis Vuitton purse, the need behind the decision may be both needs; hedonic and utilitarian. Its utilitarian need because the consumer needs a bag. The need becomes hedonic when one chooses to buy luxurious and expensive bag.From a psychological perspective need can be hedonic or utilitarian. Hedonic needs are subjective and experimental. Consumer can also be motivated to to purchase a certain product because it provides both types of benefits. Functionality can bring great pleasure to consumer. Pleasure is highly valued in modern world. Utilitarian needs implies that consumer will focus on the objective, tangible attributes of products.A purchase decision can be strongly affected by the situation in which people find themselves. In general, a situation is the circumstances a person faces when making a purchase decision, such as the nature of their physical environment, their emotional state, or time constraints. Not all situations are controllable, in which case a consumer may not follow their normal process for making a purchase decision. For instance, if a person needs a product quickly and a store does not carry the brand they normally purchase, the customer may choose a competitor's product instead of reserving the LV boutique stores. Therefore the efficiency of the staff's professionalism and the handling skills are very important in serving customer's request. They can politely talk to customer and persuade them to wait for the stock from another store.

Louis Vuitton or shortened to LV - is a French fashion house founded in 1854. The label is well known for its LV monogram, which is featured on most products, ranging from luxury trunks and leather goods to ready-to-wear, shoes, watches, jewellery, accessories, sunglasses, and books. Louis Vuitton is one of the world's leading international fashion houses. Louis Vuitton sells its products through small boutiques in high-end department stores, and through the e-commerce section of its website.In this report, there will be some market research conduction, which is often needed to ensure that we produce what customers really want and not what we think they want. There are two main approaches: primary and secondary research methods. For primary research data, we select one focus group of target customer and then we conduct a survey with 50 correspondents. Secondary literature involves using existing information that others have already discussed and experienced about the customer service level of LV stores. By then, the understanding from various data obtained will be analyzed as well as the involved influence factors during the luxury apparels purchasing process.

CONSUMER DECISION PROCESS TOWARDS LOUIS VUITTON BRAND MARKETING

Consumer purchasing decisions are often affected by factors that are outside of their control but have direct or indirect impact on how we live and what we consume. One example of this is cultural factor. Culture represents the behavior, beliefs and, in many cases, the way we act learned by interacting or observing other members of society. In this way much of what we do is shared behavior, passed along from one member of society to another. This influenced factor will help the brand to do better positioning by enhancing its status symbols in its wealthy market such as China, Japan, India and other developing countries. It has been reported that the important market of Louis Vuitton is not where its original is, but the Asia countries such as: China, Singapore, Hongkong, Korea, Japan, etc. The culture of Asian people is likely to show off their wealthy and their luxury belongings to others. They believe that they will look better and high-class level with all those branded items.A purchase decision can be strongly affected by the situation in which people find themselves. In general, a situation is the circumstances a person faces when making a purchase decision, such as the nature of their physical environment, their emotional state, or time constraints. Not all situations are controllable, in which case a consumer may not follow their normal process for making a purchase decision. For instance, if a person needs a product quickly and a store does not carry the brand they normally purchase, the customer may choose a competitor's product instead of reserving the LV boutique stores. Therefore the efficiency of the staff's professionalism and the handling skills are very important in serving customer's request. They can politely talk to customer and persuade them to wait for the stock from another store.