Ch. 6 - Consumer Decision Making

In a world filled with different social classes and values, Louis Vuitton does a brilliant job targeting all of these groups. Like mentioned in the mission statement  section, Vuitton's products notoriously represent wealth and luxury. The wealthy want Vuitton in order to differentiate themselves from the lower classes, while the less wealthy want Vuitton to feel like they have achieved what the wealthy has.

The social influence of Vuittons products are extremely apparent in many areas. Their ads are not overly done and in your face, but their products are worn by many, acting as a nonmarketing- controlled information source. When it comes to consumers decision making process the Louis Vuitton brand is strong enough to influence consumers perception of prices, hitting all types of social classes with the desire to buy the product.

Louis Vuitton began streaming certain runway shows in 2010. This made fashion shows available to the world, instead of the select few in the fashion and entertainment industry. This marketing move enabled people who will never get to a fashion show feel they were apart of it- making them feel they could be apart of the brand too! Very smart! Both this year and last year, head designer for Vuitton's Ready to Wear, Marc Jacobs had Kate Moss walk last at his shows. Being the face of many different brands, Kate Moss is a recognizable face to a majority of the population. Again, making the majority of the population feel that Vuitton is an attainable brand. This years show was a work of art.

I would say that the majority of Louis Vuitton's consumers are those that feel Vuitton will enhance their ideal self- image. Although there is a small percentage that buy Vuitton products like luggage and clothing  that lack monograms and extensive design because they are of the utmost quality. To them the products are a smart investment that will serve to assist in their travels and wardrobes.

Overall I feel the decision making process for Vuitton mostly entails want. Price is secondary to the initial desire for the product. Most consumers will find a way to save and purchase if the yearning for a higher self- image is present.