This project analyzes a recent New Balance shoe purchase through the lens of the 5-step consumer decision-making process, as outlined in the MBA404 Consumer Behaviour and Marketing Psychology course. The analysis begins with the recognition of a need for a new pair of shoes, followed by a search process involving both online and offline stores, specifically focusing on sports shoe brands. The evaluation of alternatives stage considers brands like Puma, Nike, and Armour, leading to the selection of New Balance due to factors like past purchase experience, variety, customer reviews, and attractive discounts. The project further explores influencing factors, including internal and external information sources, and the convenience of New Balance's online services and flexible payment options. Finally, the analysis concludes with a post-purchase evaluation, highlighting the benefits of brand loyalty and the product's outlook, supported by references to relevant academic literature. The project fulfills the assessment criteria by critically analyzing the purchase within the context of consumer behaviour theories, as requested in the assignment brief.
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