Guess? and the Consumer Decision Process
Guess? and the consumer decision process. What I have come to understand about the Consumer Decision Process is that it is influenced situationally, psychologically and socio-culturally, and is a very complex but highly insightful process. Shopping for new clothing items for a specific occasion or outing has always been one of my favourite past times and one of my favourite ways to engage with a brand I already enjoy. A great example of a brand I frequent is Guess. When I make a purchase decision in person, I usually already know what I want. Being a practical shopper, I always look for versatile items that can be dressed up or down and worn more than once. Before engaging in any shopping, I do a thorough look through my closet before making an excel spreadsheet of what I need. Being extremely familiar with Guess, their prices and the times of their sales, I can easily set a budget and stick to it. Knowing the fabrics well, I minimize 2 perceived risks: spending too much, an...