Let me set the scene for you …

9 AM

I awake to the sound of birds contently chirping in the beautiful sunshine, I stretch my arms while beginning to open my eyes from my well-rested sleep. Outside shines a radiant and warm January morning, as I hear the coffee grind, the hustle and bustle of a busy city and everybody getting up for another fantastic day. I was in Melbourne, the fashion capital of Australia, one of the most invigorating cities on earth. Oh … did I forget to mention … that evening we were beyond hyped to watch the Federer vs. Tsitsipas game live at the Australian Open (amazing right?).

As I lay in bed, I ponder … what am I going to do from now until this evening? In Melbourne?

Do you really need to think about that? Obviously go shopping!!!!!!!!!!

10 AM

We arrive to Chadstone Shopping Centre (better known as the largest shopping centre in the Southern Hemisphere … clearly this is going to be a big problem).

There are four of us, all of whom love the feeling, idea and process of shopping, the sensation of our card tapping the estop machine, the salesperson handing us our bag, the smell of new leather, the touch of brand new cotton …. shallI continue? We were there to spoil and reward ourselves for our hard work from the previous year (… excuses, excuses, excuses …).

Friend number 1: Goes into JD Sports and purchases a pair of Nike Air Max 270. Ok, ok, so its definitely going to be a shopping day.

Friend number 2: Purchases a ring from Gucci. She was deciding between the earrings and ring, the decision making was definitely hyping me up and wanting that to be ME! I want to decide between item X and item Y.

Friend number 3: We go into Givenchy and walk around. She had found black Givenchy slides that she has been wanting for a long period of time. As she tries these on I continue to walk around until I stumble across a Faux Fur Coat (valued at $7, 500 -no I will not forget that price). The sales person tells me to try it on for fun and oh wow, that was inspiring. The feeling of putting on such an expensive piece of clothing definitely got me excited. So as friend number three tapped her card to purchase these shoes, what do I say to them all? TAKE ME TO VALENTINO!!!!!!!!!!!!!!!!!!!!!!!!

11 AM

Me: I purchased a pair of Valentino Sneakers (VLTN Open Sneaker RRP: $940).

THE STAGES IN CONSUMER DECISION MAKING

Stage 1 Problem Recognition: Throughout this stage a consumer begins to notice a problem either regarding an existing product or non-existent product. In my case it was purely my desire that I WANTED to purchase a product and feel the satisfaction of taking a beautiful blood red bag home with me.

Stage 2 Information Search: Most individuals conduct some form of research investigation either through reading reviews or looking at different products and their features. For example; there are two different consumers looking to purchase a laptop- a student and mother. The student needs their laptop to watch lectures, do homework and perhaps have a large storage capacity. Conversely, a mother may need a laptop for paying bills and keeping the children occupied with videos and online games. However, an individual such as myself, simultaneously obsesses over sneakers that I can wear with anything and Valentino (literally favourite brand ever!) Thus for me, this was an easy decision.

Stage 3 Evaluation of Alternatives: It is important that when purchasing an item that the consumer does not rush into the sale and initial desire but rather evaluate it contrasting others. Therefore, the consumer must calculate the products pros and cons and further research other products to consider which one may be most suitable for them. For example, the student may prefer an IPad after closer inspection as it is easier to travel with and still has the same features and abilities as a laptop. When I was choosing exactly which sneaker to purchase, I thought about the particular colours and tones that would go with the majority of clothes within my closet and is versatile when choosing outfits. At this stage I was going between the VLTN Open Sneaker or the Open Sneaker in Pink (Very hard decision making …. made in 10 minutes).

Stage 4 Product Choice: At this stage the consumer chooses a product based on a feature or preferred look. For example the student chooses the IPad over the laptop due to it being small, conveniant and easy to travel with. It has the same features but can also be used as a touch screen and has a large storage capacity. When I chose my product it was partly due to the fact that they didn’t have my size (they could have ordered it and sent it to me) however, I wanted the product THEN AND THERE.

Stage 5 Post Purchase Outcome: A consumer takes home their product and enjoys the value of the features. For example the student enjoys being able to have the small weighted product when travelling to university via train. Additionally, I enjoy my sneaker. I love the colours and outfits i have created, the simplicty of the shoe and its comfort. I have been complimented on the shoe by various individuals and I further love the look of the sneaker. Although the initial purchase may have hurt the bank account ( 😦 !!!!!!) I do not regret my purchase and love my sneakers.

VS.

Albeit, the physicality of shopping is stimulating and sends adrenaline through out my body, it is important to understand that much of the time, my purchases are caused via social surroundings. I feed off others feelings and wants. When a friend or family member that I am shopping with, finds a product that they are satisfied with and are expressing their satisfaction, I begin to feel a WANT. I WANT to feel the same desire.

This form of behaviour is better referred to as ’emotional contagion’. This is when there is a transference of emotion from one individual to the other e.g. from me to you or vice versa. This is particularly common among pressures such as

This could be shown through my emotions of purchasing this product. I did not need this product, it was purely a desire, want, void to fill a dissatisfaction. I began to feed off my friends emotions and happiness, feeding me adrenaline and thus the quick decisioned purchase of my shoes.

AFTERMATH/REGRETS

Do I regret this purchase? Although such a purchase was completely unnecessary and may not have been the greatest financial choice I stand by my want to have purchased these shoes. I love sneakers, I constantly wear them opposed to other shoes such as sandals, flats, thongs, high heels, etc. For me such shoes are versatile and able to go with any outfit, not only do I feel great wearing them, but I am proud that I purchased them (and they are ridiculously comfortable). So NO. I do NOT regret this purchase. Follow your heart, stuff any rational thought process that goes into purchasing a product. You never know, your greatest purchase yet may be stuck behind your analytical and logical way of thinking.