Analysis of Consumer Behavior: Converse Shoe Brand

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A Report to Analyse the Consumer
Behaviour Related to the Purchase of Shoe
brand Conserve and Recommendations for
Improvements in the Customer Experience
along the Customer Journey’
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Table of Contents
Introduction....................................................................................................................... 3
Part 1.................................................................................................................................4
Part-2................................................................................................................................ 6
Part 3...............................................................................................................................10
References....................................................................................................................... 14
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Introduction
In this report, it describes self-intelligence develops for consumer behaviour in marketing, and
also describes its contributions towards organization growth, success and for future outcomes. In
this report, it explains the converse shoe company which is a highly famous company of united
states of America produce skating shoes as well as lifestyle brand accessories.it is also describe
complicated consumer behaviour problems and find out possible options for reviews. It explains
various types of finding by the help of poster, it include three parts; in their first part describe the
purchasing behaviour and choose the best options for high or low involvement, explain target
market principles, in their second part it explains various types of issues related to the customers
experience, in the last part it explains and wants some suggestions towards store manager and
improve their customer drive and defines how it will consider resource effects.
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Part 1
The converse is an American shoe company that produces skating shoes, the way of living brand
footwear and attires. This company founded in 1908, Nike is the subsidiary of this company.
There are more than 100 stores in their number of locations, its headquarters in Boston,
Massachusetts in the US.
a)
As a consumer the purchase for the shoes it depends on the help of customer decision making
process whereas the product chunk shoes is highly demandable, many customers attract with
these types of shoes, so the first step which is applied is to identify the problem recognized and
which is fully satisfied because the company sell various varieties of these types of shoes, and it
is high in current trends.
Second thought which arises in the customer mind which identifies information towards their
products, so customer search information’s where they show higher interest and also check that
company fulfils its needs, so the analysis shows that converse company stands with the different
types of customer’s needs. The customer thinks the risk management factor, and takes extra time
for managing the risk then shows their interest.
Evaluate the alternative options, which means price, quality, reviews and other factors so the
customer choose the best options and it is less satisfied with them. So, in that case, the purchase
decision as a customer is applied low involvement due to many factors which are the price is
high, and little risk for the consumers.it shows the low involvement will be applied by the
customer (East,2016).
b)
When identifying another store of converse shoe company it shows some suggestions which are
based on the customers self-experience and their trip; converse factory store which is situated in
love joy wharf in Boston, this store is higher sales due to their customer satisfaction, customers
are higher in that area and they show their interest because clients reviews are higher, the
atmosphere of this store is much better than the converse other stores, customers are highly
impressed and attract because this store give better facilities and maintain their dignity by
providing best services towards their customers, the Converse flagship store offers latest in-
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season style and their purchasing for their products are reasonable; its customer rating get five
stars so the other converse store will learn and apply their strategies into their business
(Felfernig,2017).
c) Annual Income of the company is that high-end retailers target the customers and focus on
higher level incomes and professional background, it directly affects the other customers because
only the high-level incomes customers afford its products. The income-based demographic
segment if the targeted market of the customer and the marketing mix for this specific segment
are given below -
 Product: The consumer wants good quality products and services, so the company will
focus on this area.
 Price: Prices where customers want for the company that is a reasonable focus on
middle-class peoples.
 Place: The place is suitable for the consumers are that near were the peoples are
increasing, and easily purchase company products, so in this situation, the company
should focus on this factor.
 Promotion: Customers attract by the advertising, personal selling, and social media of
company marketing, but also face negative mouth communication.
When targeting the market it is essential for the company to add or substitute the combination
within owned or earned by media slots.
 People: In this factor, there is low involvement is shown; people’s interest is decreasing
due to the high price of products.
 Physical evidence: Customers’ wants that when they buy the products they easily assess
the website by online or in-store. But the in-store facility is highly recommended for
buying the products.
 Partners: Company existing partners provide the best services to the customers to show
their interest towards other partners of the company (Luo, 2015).
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Part-2
Pre-purchase consideration/issues:
The consumer may not collect the right information regarding purchase. The consumer doesn’t
decide the right search engine for a particular brand. In this case, Converse Corporate is already
an international based. Still, the new customer perceived some uniqueness in the brand then start
purchasing.
The core pre-purchase consideration of converse shoes is like the quality of material used in the
shoes, high-level attitude in the international market. Converse use various marketing tools to
expand global market standard. Its influence to attract a new customer is the price of shoes,
promotional activities and distribution channel. It has the longest chain of the company. It
founded in 1908.
The motivation factor of Converse corporate is it is the most leading brand of shoes.
It focuses on brand awareness among international consumer. Consumer interacts with the
organization by social groups or media. The information sources of the company are personal,
i.e. friends and family, commercial, i.e. salespeople, advertising, packaging, public, i.e. media,
customer organisation. Personality traits of Converse are original and creative. The creativeness
in Converse shoes is world famous. Converse has an extensive social network. By these
mentioned factors helps to influence customer before purchasing. The consumer decides by
experiencing behavioural and environment element of the company. Pre-purchase requires more
involvement with the brand and brand product through social media or print media. Social media
has an official page, and the internet has a website. Converse collaborates with the e-commerce
organisation to enhance their sales. After, the introduction of the e-commerce industry in selling
market. It reduces the stress level of seller and consumer. Consumer prioritises e-commerce for
pre-purchasing due to the easy return policy and availability of a large amount of product
without going to the door of stores. The consumer wants the reliability of the product, and
Converse product gained this trustworthiness by offering good quality and services to their
consumer.
Purchase consideration/issues:
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In the purchase consideration the two options will occur on the customer mindset that is intended
to buy the product or situational influences,
consumer buying decision start need recognition which depends on converse shoe company;
marketers recognize the needs of consumer and how they fulfil the needs, satisfaction level,
when consumer buy to the product they see the store environment first which show the positive
response in front of all the customers. The customer finds that the converse shoe located in love
joy wharf environment is good.
Information search: The consumer search the information towards the particular products, like
chunk shoes, skating shoes with best qualitative services, with the help of their family, friends,
advertisements, retailers, dealers and for those persons who used converse shoes, in that case,
customer set that which product is best for them to buy.
Evaluation of options: When customer know the knowledge about the converse shoes it shoes
positive response, good feedbacks, reviews, and consumer evaluate the best options on the basis
of to fulfil the satisfying behaviour, its features then choose the best options, the other customers
reviews, purchasing experience is that the products quality is good but the prices are too high so
in that case it decreases the customers interest towards converse shoes.
Purchase decision: After evaluating and analysing the options consumer decide by the help of
these alternatives, and they have a chance to postpone the determination and decision due to
some issues. In this situation the marketer tries to find out why customers postpone the decisions
and try to eliminate them by the help of sufficient information of consumers and their feedback,
chances implemented into their prices, giving them to guarantee.
After all these steps into the purchase issues the customer decides for the post-purchase decision
which is this product is suitable, provides satisfaction or dissatisfied.
The target market may be shopping and the best reviews are from the converse flagstone store
located in love joy wharf, Boston.
In this store the store environment is good, well-trained retailers, selling style is effective and the
prices of the products are reasonable, in that area, the customers show their interest as compare
to the other stores of a Converse shoe company. The environment of the store and emotional
circumstances is important and necessary determinants of purchase behaviour. An individual
emotions circumstance is the important part and influence in the area of the decision-making
process. The converse shoe company provide their facilities not only in-store but also online
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facilities towards customer experiences; the reviews of converse shoe company in-store are good
as compare to the online purchasing because the customers will check the quality, store
environment and their selling style are far better than the other online portal of buying its
products.
Post-purchase consideration/issues:
After purchase, the converse products consumer strength towards experience dissonance for their
purchasing and attentive to information helps in their decision. When customer purchase the
converse products their perceptions shows various aspects, in that case where consumer doubts
arise and consumer detect risk, physical risk, high involvement level or insufficient time for
evaluate will occur, all these issues arise cognitive dissonance (Morvan,2017).
In this type of dissonance will occur when consumer confused to choose the alternative towards
products. It is consumer reaction after making the decision, there are two options where
consumer take decision first is to commit with the product, repurchase it and the second level is a
switch to the other product, or discontinuous using the product classification.
Customer recommend the product to other decision is also indicated in this post-purchase
consideration, in that case, customer decision is dependent on how product quality is relevant for
their budget, is this product price is sufficient to buy, its quality, price, structure, market price,
and maintenance, repair or usage cost is reliable or not all these points and issues are under in
these types of factor. After purchasing the product the decision depends on customer purchase,
they are satisfied or not.
It also depends on the expectation of the performance of the particular brand or products and
actual performance of the products, and the decision is made by deciding the difference between
expected / actual product performances,
Issues are: Dissatisfaction is arising due to discontinuing purchase, negative word of mouth,
complaints directly to the seller, complaining towards products. The reason is to find the solution
is that low involvement is shown due to the high price of products and it affects directly to the
consumer's interest, the consumer reflection shows that dissatisfaction and their negative reviews
(Wishdomjobs.com, 2018).
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Part 3
Some recommendations for the store manager towards to recover the customer progress and
purchase experience at the converse store it shows some aspects which are negative as well as
positive, and help to enhance the business and achieve success in the future.
Suggestions are given below:
The manager should always remember that satisfied employees make satisfied customers;
converse shoe company manager will focus on that its employees are the frontlines and they are
the base of their company. Company employees face the public directly and deal with the
customers for its business. Customers notice the employees behaviour whether they are happy or
not. And the other hands if employees are well trained, educated and informed towards their
business it also affects the customers and gains positive response towards the company products.
Employees satisfaction and their confidence towards their customers will be clear and all
situations is managed by the store manager.
All process starts with involvement- The first impression customers get which is when they
entered the store the sales team comes from to welcome the customers. If they are not showing
their involvement it affects directly to the customers so in that case, the first impression is
apathy. When employees of the company will not show their involvement and talking around
talking to each other behind the counter it will show the negative impacts in front of the
customers. So the suggestion for the store manager to instruct their employees to show their
potential involvements towards their customers, and retails sales training, deliver a basic greeting
towards the customers (Phibbs,2019).
Always be happy that employees/customers are happy: Many times analysis that employees
cannot afford the expensive products that they sell to their customers, in that case, wrong
salespersons feel jealousy, the suggestions for the store manager is that provide right retail sales
training programs in the right direction at the right time in the right way to teaches the sales staff
to indirectly by sales process. This learning program helps them to see the values, importance,
and experience and sell their products comfortably towards the customers.
Buying the products with their heart, and not for their head: Analytical sales approach said
that price is the only thing, but it is not good and not every employee will win are on price. The
more they elevate the cost, price to purchase a particular price, customers having smartphones so
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they will check, and they are not pitted in front of the online retailers. In this situations the
suggestions for the store manager is to train the sales staff; well trained, confident sales peoples
know that how to read the customers mind-sets and enhance, convince, motivate to the customers
to buy the products. The customers want to buy the products due to the emotions when emotions
are allowed and encouraged in a sell it directly affect to the customers and it is the most powerful
strategy as compared to the price strategy.
Suggestions for the online store experience:
More involvement towards the brand and their products: It is necessary for the company to
engage and connect with their customers after they purchase their products and also show their
highly active response via social media and online websites; because some customers have not
time to come to their stores and purchase their products so in that case, it is challenging for the
company to sell their products to know the customers perceptions and provide provides
according to their needs, interest.
The suggestions towards the store manager is that to trained their employees to show their highly
involvement via online portal of the website of the company and engage with their customers,
regular check their reviews and provide their products by fulfilling the customer’s needs and
deliver their products on time and also give response towards the customers negative feedback
and solve the issues if the customers have any type of issues (Phibbs,2019).
Other suggestions are:
Use facial gratitude technology to focus on the target good customers: This technique help to
the store manager that is loyal and high volume customer come in their store. These techniques
also help to the staff to show the products whereas the customers buy the most and according to
their interest.
Deploy Kiosk-less checkout method: This method should be applied by the store manager
towards their business growth because this method and technology helps to the shoppers to show
the exact products what they want without wasting the time, this technology help to the shoppers
a seamless expertise, experience where they only get the products according to their taste and
needs.
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Poster
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Conclusion
The conclusion investigated that able to develop the awareness of consumer behaviour towards
the marketing for converse shoe company products and also explained its contributions towards
the organizational achievement.in their first part it described that purchasing decision, situation
and described the low involvement towards the company products. It is found that the converse
flag-store branch of converse shoe company selling, and products quality is better than the other
company stores. In the second part, it shows the pre-purchase, purchase and post-purchase
considerations and issues explained and in the third part provide some suggestions towards for
store manager.
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