Marketing Concepts and Buying Decisions of Polo Ralph Lauren Women Consumers

This presentation explores various marketing concepts and the buying decisions of Polo Ralph Lauren women consumers when purchasing Polo products. It discusses the marketing management orientation, marketing orientation, and societal marketing orientation. It also explains the decision-making process of Polo Ralph Lauren women consumers, including the stages of need recognition, search for information, pre-purchase evaluation, purchase, and consumption. The presentation concludes with recommendations for business organizations to implement marketing concepts and principles to attract more customers and increase productivity and profits.

Marketing Principles &
Practice

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.

The power point presentation will
include the following
 A) Various marketing concepts
 B) Explaining the way Polo Ralph Lauren women consumers make
their buying decisions when purchasing Polo products

a. Various marketing concepts
 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. Various concepts of
marketing are marketing management orientation, marketing orientation and societal
marketing orientation, which are explained as follows:
 Marketing Management Orientation
 Marketing Orientation
 Societal Marketing Orientation

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.

CONT.
 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.

CONT.
 Pre purchase evaluation: After the collection of information's, 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) .

CONT.
 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

CONT.
 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.

REFERENCES
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