Consumer Behavior

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Consumer perception can be defined as a marketing concept that involves a customer’s impression, awareness, and consciousness about a brand that are offered. Consumer perception is important for both consumer and marketers because customer act and reach based on their perception, not on the basis of objective reality and it is important for marketers to understand the whole concept of perception so they can determine what are possible factors that influence consumers to buy. Sensation associated with the stimulation of a sensory organ that includes advertising, packaging of the product, attribute of the product such as the feature and the quality, brand name, and the product itself. Prada is one of the famous fashion label from Italia, it’s specializing in luxury goods for both men and women. The Prada brand is in the life cycle of maturity. To attract more customers, Prada uses a lot of famous model to promote their new product and they use season theme for their advertisement such as “Prada spring/summer 2010 ad campaign” and “Prada fall/winter 2010 ad campaign”. Prada also promote their products by organizing fashion show, nowadays fashion show has become the most persuasive marketing tools for fashion industry. Prada also encourage their products through magazine ads, Prada ads are presented in the worldwide fashion magazine including Vogue and Elle. For the packaging, Prada takes a great care for the packaging detail; they design a simple and classiness shopping bag with ribbons tying in a delicate bow. It’s all designed to draw more attention from customers. Prada handbags are one of the fashion world’s most famous icons because of the feature and excellent quality. Every season, a new line of purses launched to meet the current style and seasonal needs. The shapes, proportions, and sizes of the handbags differ to meet different women’s fashion needs and preferences. It has simple design as well as pleats, gathers, and ties for trendier bags. Prada...
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