Chapter 6: Consumer Decision Making

 Burberrys marketing managers are doing a good job of understanding the need recognition of the people they sell to. Burberry is a big company so they must understand what the consumer in each region would like to have. Burberry opens up different type of stores in different countries. For example in a country where the people like to wear makeup they will have more make up at the store. Burberry also has their own magazine so if consumers would like to see some of their products they can do so. This is also good for Burberry in regards to an internal information search. Not only do they have their own magazine but they are featured in magazines so the consumer can look at something to see their product.  This can also be known as a Marketing controlled information source. When burberry is in magazines they are marketing some of their own products to the public. Burberry sends out a survey to some of their consumers and asks how they like the product they have bought. Burberry is always connected with the customer to give them the best experience possible.

   Burberrys customers are usually satisfied with their product because the company has a low return rate. Burberry is confident that their customer won't return their item so they give them free shipping on every return within 30 days of purchase. Some companies do not do this and this is an edge for Burberry. For example Louis Vitton has a return policy that is very strict. They only take back the purchase if it is in perfect mint condition. Customers often complain about this. Also if it is after 14 days they will not accept it. Burberry trains their workers to be very loyal to the customer and to treat them with great respect. This plays a big factor in the consumers interest of buying the product because the salesman is very engaged into it. Burberry is also very good at marketing their products. They were named 2011 marketing company of the year.

 This is an example of Burberries involvement in the marketing of products. Burberry knows that a lot of people complain about the scent on perfume not being able to last. So what burberry did was market this product directly towards those people by saying how it is long lasting.
Burberry recognizes the culture of each region they are selling to. Burberry has customers in asia so they created a Burberry black and Burberry blue which sells products these people would like.
  A lot of the Burberry consumers want to be part of an aspirational reference group. When you see a person wearing Burberry it shows that they have the money to spend to buy this item. Everyone knows the product is expensive so the consumer feels good about him/herself when wearing this product. Celebrities wear their product to so people would want to be like them as well.

celebs wearing the Burberry trenchcoat

 Burberry is very involved with gender marketing. Burberry used to
 be a predominantly mens company. Trenchcoats were very popular for men back in the day so they targeted men at first.  If you look at all the Burberry ads from the 1900s you will find a man wearing a trench coat.

  As time went on Burberry started to expand more and more. They began to create products for women like bags accessories and even dresses. This made Burberry a more successful company.  The more a company expands the bigger chance it has to make money and this is what they did. Burberrys customers are part of a little family because they are dedicated to the product. No one spends a lot of money if they do not love the product.  Burberry continues to improve in the way they can relate to their consumer and listen to all their needs and wants.