Consumer Decision-Making and Marketing Strategies

This assignment delves into the consumer decision-making process, outlining the stages from need recognition to post-purchase evaluation. It examines how marketing influences these stages using examples like Polo Ralph Lauren's Blue Label line. The analysis focuses on factors such as product features, price, quality, and brand image that drive purchasing decisions.

MARKETING PRINCIPLES
AND
PRACTICES

Table of Contents
INTRODUCTION...........................................................................................................................3
A) Various marketing concepts used by the Ralph Lauren Corporation....................................3
B) Explaining the way Polo Ralph Lauren women consumers make their buying decisions
when purchasing Polo products..................................................................................................4
Conclusion And Recommendations.................................................................................................5
References........................................................................................................................................5

INTRODUCTION
Marketing concepts used by business organization results in influencing demands of
consumers and benefit business organization to increase its markets and create brand image.
Ralph Lauren is global corporation deals in marketing and distributing lifestyle products. Polo
Ralph Lauren provides array of products including shoes, furs, hats, eye ware, leather goods,
house wares, jewelry, accessories. Polo Ralph Lauren adopts societal marketing concepts and
make its products in a way that considers needs and wants of consumers, company's objectives
and also provide long-term interest to society. In this study report, various concepts of marketing
are explained and its influences on buying decisions of consumers.
A) Various marketing concepts used by the Ralph Lauren Corporation
Ralph Lauren offers wide range of products and services including apparel, home
furnishing, accessories and various other licensed products. Marketing concepts helps business
organization to develop its strategies of marketing(McClements, 2015). Various concepts of
marketing are marketing management orientation, marketing orientation and societal marketing
orientation, which are explained as follows:
Marketing Management Orientation:
It includes various concepts such as production orientation, marketing concepts and
product orientation. Product orientation refers to consumers gets attracted to quality products and
innovative features. Business organization generally focus on providing quality products and
brings improvements and innovation to attract more customers and increase its markets share.
Production orientation refers that customers gets attracted towards products which are easily
available at low cost prices(Estelami, 2016). Organization focusing on production concepts aims
at producing large volume of products that have low price and large availability. Marketing
concepts aims at achieving organizational goals and objectives by meeting needs and wants of
customers and it also aims at delivering desired satisfaction being better than competitors. It aims
at creating brand image and delivering better products and services to its target markets that it
leads to gaining competitive advantage(Payne-Palacio, 2016).
Marketing Orientation:
The Ralph Lauren has licensed around 300 manufacturers and have 100 retail outlets in
world-wide and it also has 240 stores of it own in US. Marketing orientation focuses on
identifying needs and wants of customers and meeting them by applying product mix(Malhotra,

2015). Marketing orientation enables a business organization to develop its strategic decisions in
a way that leads to meeting expectations of target customers.
Societal Marketing Orientation:
Societal marketing concepts aims at determining needs and wants of customers and also
focuses on providing interest to customers and deliver quality products(Duncan and Goddard,
2016). Polo Ralph Lauren provides intuitive design which resulted in creating distinctive image
and reputation of company. The main of polo Ralph Lauren is to meet needs and wants of
customers and ensures that it also benefits society's well-being.
B) Explaining the way Polo Ralph Lauren women consumers make their buying decisions when
purchasing Polo products
The Polo Ralph Lauren women undergoes lengthy procedure before making the decision
related to buying the specific products or services. Decision making Procedure by Polo Ralph
Lauren women includes the following these are :
Need recognition : This stage includes the recognition of unmet needs. In context of given case
scenario, women might feel the need of buying designer dresses on special occasion or during
the time of festivals. The need can be triggered by internal or external stimuli. Customers need s
are accompanied by an organisation through unique global marketing strategy (Malhotra,
2015). Business entity advertises its product in a manner which induces strong positive imagery
in the buyer as well as enables shopper to relate to an enterprise. Ralph Lauren Corporation can
offers discount as this will assist an organisation in attracting more number of customers.
Search for information: As Ralph Lauren has gained good reputation in the market, interested
customers might desire to seek more information about an organisation. It is required by
marketing manager in an organisation to develop companies websites, as this will provide
customer an ease in accessing the information about products or services. At this phase, customer
will also gather the information about different brands as well.
Pre purchase evaluation: After the collection of informations, customers compares the two
brands and select the best. It is important for Ralph Lauren to concentrate on quality and
providing the high value proposition to customers, as this strategy will assist an enterprise in
differentiating their product from the competitors. At this stage, customer before making the
purchase decision consider following elements such as comfort, quality, price, packaging etc. It

is required by marketing or sales person to highlights the products features when advertising or
promoting the products (Martensen and Mouritsen, 2017) .
Purchase : At this phase, shoppers makes mind for purchasing the products from most preferred
brand. This is the time where the customer purchase decision might get influenced by various
factors such as attitude of person selling product, situations such as non availability of product
rise in price etc.
Consumption : At this stage, products are utilised by the customers.
Post purchase evaluation: This is considered to be as the final stage of consumer decision
making procedure. The satisfaction level gained by the customer after consuming specific
product will have great influence on consumer buying behaviour (Posner,Williams and Posner,
2015.).
There are several factors such as price, quality of products, previous buying experience,
packaging etc. influences customers to buy specific products or services. In context of Polo
Ralph Lauren women Blue Label was a category of clothes and design or colour of dress which
might influence women to make purchase. In addition to this wide varieties of clothes such as
Dresses, for example, are rendered in silk georgette, might help Ralph Lauren in attracting more
customers. The quality and design of clothes will assist business entity in influencing people to
buy specific products.
Conclusion And Recommendations
Business organization needs to implement various marketing concepts and principles in
order to attract more customers and increase its productivity and profits. Marketing principles
and practices allow business organization to focus on a strategy that may lead to bring positive
outcomes and also allow increasing its market share. Polo Ralph Lauren needs to adopt accurate
marketing strategy and concept that can lead to increase demand and sales of its products and it
can gain advantage over its competitors.
References
Books and Journals:
Duncan, S.F. and Goddard, H.W., 2016. Family life education: Principles and practices for
effective outreach. Sage Publications.

Estelami, H., 2016. Sources of consumer distrust of financial services marketing practices.
In Celebrating America’s Pastimes: Baseball, Hot Dogs, Apple Pie and
Marketing? (pp. 119-120). Springer, Cham.
Malhotra, N.K., 2015. Essentials of marketing research: A hands-on orientation. Essex: Pearson.
Martensen, A. and Mouritsen, J., 2017. Prioritising marketing activities in different types of
marketing functions. Total Quality Management & Business Excellence. 28(11-12).
pp.1264-1284.
Posner, H., Williams, S. and Posner, H., 2015. Marketing fashion: strategy, branding and
promotion. Laurence King Publishing.
Lees-Marshment, J., 2014. Political marketing: Principles and applications. Routledge.
McClements, D.J., 2015. Food emulsions: principles, practices, and techniques. CRC press.
Payne-Palacio, J., 2016. Foodservice Management: principles and practices. Pearson Education.
Tanner, J. and Raymond, M., 2015. Principles of marketing. University of Minnesota Libraries
Publishing.