Consumer Behaviour LSBM301: Sapeurs Case Study and Recommendations

This case study delves into the consumer behavior of the Sapeurs, a sartorial society in the Republic of Congo, examining their unique lifestyle and purchasing habits. The report analyzes the consumer buying process, including problem recognition, information search, evaluation of alternatives, purchase decision, and post-purchase evaluation, specifically within the context of the Sapeurs' preference for premium clothing and accessories. Recommendations are provided for businesses aiming to reach this consumer segment, focusing on cost reduction, targeted campaigns, customer surveys, and enhanced customer support. The analysis also explores the consumer decision-making process of the Sapeurs, from identifying needs and gathering information to evaluating alternatives and making purchases, ultimately aiming to understand and cater to their specific desires and motivations.

Consumer Behaviour
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TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
Case Study..............................................................................................................................3
Consumer buying process.......................................................................................................3
Recommendation to reach consumers....................................................................................5
Consumer decision making process.......................................................................................6
CONCLUSION................................................................................................................................7
REFERENCES................................................................................................................................8
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INTRODUCTION
Consumer behaviour is considered as study of purchase behaviour among individuals,
groups and organisations. By having an effective consideration of consumer behaviour the
emotional state within market towards brand can also be analysed. It has been noticed that
consumer behaviour need to be analysed effectively from the companies so that key outcome can
be attained in desired manner. In present report the case of Sapeurs has been considered for
effective evolution of consumer behaviour. It will provide an information in regard to consumer
buying process on the basis of which the overall process can be advanced.
Case Study
Sapeurs is considered as a movement embodies the elegance in style and manners of
colonial predecessor dandies. It can be said that sartorial society of the Republic of Congo have
different life style. Individuals are focused towards different sense of style which covers factors
like Joyous exuberance, flamboyant colour, polished tailoring, etc. In addition to this, it can be
said males are focused towards diverse range of colourful suits ranging from pink to yellow.
Also, the use of bowtie and bowler hat is most common in this lifestyle. Such kind of social
group also carry borrowing from banks, friends, family and other sources. Key motive behind the
borrowing is to have effective lifestyle as per their interest of Sapeurs.
Consumer buying process
As per the detailed study, it can be said that consumer behaviour is considered as one of
key aspect which need to be referred effectively by the companies in order to have sustainable
development of norms. By considering consumer buying process the companies who provide
Joyous exuberance, flamboyant colour, polished tailoring, etc can have sustainable development
(Babu, Vani and Panchanatham, 2010). With a consideration of diverse values the issues in terms
of consumer buying process can be overcome. In addition to this, it can be said that consumer
buying process allows to have effective development of key norms in order to accomplish key
goals and objectives.
There are various stages which need to be referred by management in order to have
effective learning about consumer buying process. Classification can be as problem recognition,
information search, evolution of alternatives, purchase decision, purchase and post purchase
evolution. In addition to this, it can be said that initially the Sapeurs focuses on issue which they
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are facing in regard to have purchase of products and services. It means the key need must be
evaluated properly so that goals and objectives can be accomplished. In other words, it can be
said consumer must have belief that what exactly they want and why (Krishna, 2011). In this,
businesses need to ensure what they are providing to customers as per their need so that better
business opportunities can be attained. Moreover, the customers like Sapeurs also focuses on
information search from where they can purchase products according to their needs. It has been
noticed that they are more focused towards searching of such retail stores and clothes from
where they can purchase bowtie and bowler hat. As per evaluation of such stage, it can be stated
that companies need to establish their brand name in market so that customers like Sapeurs can
easily have identification in order to meet their needs (Ali, Kapoor and Moorthy, 2010). Being a
marketer the use of technology can be advanced in order to ensure that customers are easily
attained information about products and services. It is also necessary to make sure that
information in regard to products is being shared effectively within market.
Along with this, it has been noticed that evaluation of alternative methods is also
significant to refer so that goals and objectives can be accomplished. By having an effective
consideration of various methods the issues in terms of identification of methods that allows to
meet key goals and objectives. In this, customer ensure that they have considered diverse
methods in order to have effective selection of products (Solomon, Russell-Bennett and Previte,
2012). However, in respect to current stage the business firm need to ensure that they are having
effective development of measures that can assist in development. Customers want to be sure
they’ve done thorough research prior to making a purchase. It means the management need to
make sure that they are offering diverse offers which can assist in effective development. In
customers focuses on understanding and comparison of products available in the market so that
better purchase decision can be considered (Solomon, Russell-Bennett and Previte, 2013).
After this, customers are focused towards purchase decision which allowed to have effective
selection of good. Purchase decision falls near the middle of the six stages of the consumer
buying process. Once evolution of pricing and other options is accomplished the Sapeurs are
focused towards purchase decision. In this, companies who provide services can focus on
reminder process so that key goals and objectives can be accomplished. In this, emails can be
drop to customers in order to ensure that purchase decision will provide benefits to business
entity (Ahmad, 2013). Also, the purchase is stage where customers focuses on buying of
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products. In this, businesses need to provide effective assistance to customers so that they can
feel valued and satisfied. By having an effective consideration of diverse measures in context to
purchase process the overall outcome can be attained in desired manner. Also, post purchase
evaluation is a stage in which company need to provide support to customers to ensure that they
are satisfied. It will allow to have effective consideration of measures so that goals and
objectives can be accomplished (Horner and Swarbrooke, 2016). If a customer feels that they are
not having an appropriate decision making then it will affect the overall outcome in terms of
sustainability. This can be moderated by classifying the cause of dissension, and contribution,
conversation that is simple and forthright.
Recommendation to reach consumers
In addition to this, it can be said that businesses need to focus on number of ways that will
allow to improve the reach to customers. As Sapeurs social class does not have high income
level but they prefer to buy premium products like Joyous exuberance, flamboyant colour,
polished tailoring, etc. It indicates in order to meet such need they borrow money from market so
for better customer reach the brand can focus on decrease in cost factor. If pricing of such goods
is low then it will attract more and more Sapeurs. It will improve the organisation customer base
and lead business firm to impressive level of success (Sahney, Ghosh and Shrivastava, 2013).
Other than this, diverse campaigns can be organised at local areas of The Republic of Congo so
that better awareness can be created. It will also attract more customers and lead business to
effective development. In addition to this, it can be said that long term sustainability can be
attained. It has been witnessed that businesses can also focus on conducting survey to analyse
different options which can meet customers’ needs in effective manner. By analysing the
customer needs, it is necessary for management to have changes in products like so that key
goals and objectives can be accomplished (Durmaz, 2014). For example, Survey has been
conducted between Sapeurs and it has been noticed that printed colourful suits are in the trend. It
means the company can have changes in operation and focus on effective production of such
suits.
In addition to this, it has been noticed that businesses who provide Joyous exuberance,
flamboyant colour, polished tailoring, etc also need to focus on maintaining effective customer
support. Improved level of focus on such measures the issues can be overcome in desired
manner. If organisation is offering them assistance in purchase of products then the satisfaction
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level will be advanced. CRM software can also be employed in order to effective
accomplishment of key goals and objectives (Furaiji, Łatuszyńska and Wawrzyniak, 2012).
Consumer decision making process
Sapeurs:- It has been noticed that it is considered as style which is effectively being
promoted in media these days. It has been noticed that sapeurs was firstly introduced in 2003. It
was mainly introduced at the project which was having a show case of familiar facets associated
with African life. Such kind of social group has their own pride in desired manner so
management need to consider it effectively.
Consumer pronouncement building process:-
1. Need: - Need is referred as significant aspect which allows to have better purchasing of
clothes like sapeurs. Need is considered as substance that have initiates regarding buying
judgement of spaeurs. A sapeurs who buys clothes and matching accessories identifies their need
as passion or having pride. These dual phases are significant when a sapeurs acquisitions
luxurious goods or service such as clothes, shoes, watch, and phone and so on (Currie and
Rowley, 2010).
2. Information gathering / search: - When a sapeurs identifies their necessity for a specific
products or service they have focus on gathering of data in an ethical manner.
Speurs can obtain evidence concluded by any of the resulting bases -
 Personal sources - They provides a discussion with social group associated such as friend,
family members, relatives and other people.
 Public sources - Social sites, radio, newspaper, magazine.
 Commercial sources - From advertisement, sales people, and wrapping of a specific
product in numerous cases rapid individual to but the same.
 Experiential sources - Own involvement, prior management of a specific creation like
clothes, watch, formal shoes, and matching accessories.
3. Evaluation of alternatives: - It is very important aspect which assists to develop effective
functioning in the business environment. It is the element which defines to gather next better
alternative option in the business. Therefore, gathering relevant information assists to make
proper functioning in business. They evaluate the alternative things and after they decide that
what kind of source can be more profitable and then they take the best decision for their
clothes, watches, shoes and accessories (Modi and Jhulka, 2012).
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4. Purchase of product or service: - Sapeurs are determines in several stages in which
purchasing will be develops to ascertain effective results. Therefore, purchase the best option and
best clothes, watches, accessories which give them pride. They purchase only matching clothes,
matching watches, matching shoes and whatever will be matched from their dressing. The
Sapeurs not develop in the great extent which could be develops as the great development.
There are several pieces determines with one another to focus on the individual and personal
perspective (Furaiji, Łatuszyńska and Wawrzyniak, 2012). There are several fashion products
will be ascertain that are related to make creative in the fashion industry. Therefore, a lot clothes
will be develops and comes from different perspective aspects. In a particular group, this element
create effective results to make proper functioning.
5. Post purchase evaluation: - It is the decision in which there are types of behavioural aspects
that create effective results. In this way, there are several kinds of people engage in the
evaluation process for accomplish targets and goals (Currie and Rowley, 2010). Post purchasing
is the important evaluation that assists to analysis customer outcomes for development of the
business. They check that they used which clothe are usable or not in the future.
CONCLUSION
As per the above study, it can be concluded that by having an effective consideration of
consumer buying behaviour the issues in terms of sustainability can be overcome in desired
manner. By having a proper understanding in respect need of Sapeurs the overall development
can be overcome. Sapeurs are focused towards premium clothing products but they are not
focused towards effective development of key goals and objectives. In addition to this, it has
been noticed that diverse campaigns can be organised at local areas of The Republic of Congo so
that better awareness can be created. It will also attract more customers and lead business to
effective development.
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REFERENCES
Books and Journals
Babu, M.G., Vani, G. and Panchanatham, N., 2010. Consumer Buying Behaviour.
Solomon, M.R., 2014. Consumer behavior: Buying, having, and being. Upper Saddle River, NJ:
Prentice Hall.
Krishna, C.V., 2011. Determinants of Consumer Buying Behaviour: An Empirical Study of
Private Label Brands in Apparel Retail. Vilakshan: The XIMB Journal of
Management. 8(2). pp.109-124.
Ali, J., Kapoor, S. and Moorthy, J., 2010. Buying behaviour of consumers for food products in
an emerging economy. British Food Journal. 112(2). pp.109-124.
Solomon, M., Russell-Bennett, R. and Previte, J., 2012. Consumer behaviour. Pearson Higher
Education AU.
Solomon, M.R., Russell-Bennett, R. and Previte, J., 2013. Consumer behaviour: Buying, having,
being. Pearson Australia.
Ahmad, B., 2013. Impact of brand image and advertisement on consumer buying
behavior. World Applied Sciences Journal. 23(1). pp.117-122.
Horner, S. and Swarbrooke, J., 2016. Consumer behaviour in tourism. Routledge.
Pappas, N., 2016. Marketing strategies, perceived risks, and consumer trust in online buying
behaviour. Journal of Retailing and Consumer Services. 29. pp.92-103.
Sahney, S., Ghosh, K. and Shrivastava, A., 2013. Conceptualizing consumer “trust” in online
buying behaviour: an empirical inquiry and model development in Indian
context. Journal of Asia Business Studies. 7(3). pp.278-298.
Durmaz, A.P.D.Y., 2014. The Influence of cultural factors on consumer buying behaviour and an
application in Turkey. Global Journal of Management And Business Research.
Furaiji, F., Łatuszyńska, M. and Wawrzyniak, A., 2012. An empirical study of the factors
influencing consumer behaviour in the electric appliances market.
Currie, C.S. and Rowley, I.T., 2010. Consumer behaviour and sales forecast accuracy: What's
going on and how should revenue managers respond?. Journal of Revenue and Pricing
Management. 9(4). pp.374-376.
Modi, S. and Jhulka, T., 2012. Consumer buying behaviour: Changing shopping patterns. Int. J.
Bus. Manag. Eco. Res. 3(3). pp.527-530.
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Online
Consumer buying behaviour. 2014. [PDF]. Available through<https://www.saylor.org/site/wp-
content/uploads/2013/02/BUS203-PoM-Ch3.pdf>.
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