Consumer Behaviour
Abstract
This essay critically reviews and discusses regarding the potential consumer needs and motivations that relate to a specific brand of Christian Louboutin’s lipstick-red soles. It then further discusses several definitions and theoretical concepts in order to assist and support the main evidence of: (1) how the needs and motivations of consumers are being linked to the luxury brand product as well as how it influences the purchase decision making process; (2) the analysis between generic goals and product-specific goals; (3) whether consumers are being rationally or emotionally motivated throughout the decision making; (4) how the marketing campaign that is being applied in Christian Louboutin motivates different types of arousal. The data and information used as evidence have been collected from published reports, articles, internet, and academic journals. This review also provided a concise recommendation as to whether it is more appropriate to apply positive or negative motivation in highly competitive fashion industry.
1
1- Introduction
The red-soled stiletto king, Christian Louboutin has dedicated his life in creating luxurious footwear for women. In the year 1992, the brand Christian Louboutin’s first store came into reality in Paris, France with different store locations in 50 other countries ideally situated in major cities. Christian Louboutin’s shoes became instantly recognizable to those fashion cognoscenti for the trademark of ‘red-lacquered soles’ (WeConnectFashion, 2011). The main purpose of this essay is to provide definition of terms being applied and further review of how consumer needs and motivations can influence in purchase decision making and the product choice of female dress shoes that is being related to a particular brand product of Christian Louboutin and last but not least, critically evaluate the current marketing campaign that is being used by
This essay critically reviews and discusses regarding the potential consumer needs and motivations that relate to a specific brand of Christian Louboutin’s lipstick-red soles. It then further discusses several definitions and theoretical concepts in order to assist and support the main evidence of: (1) how the needs and motivations of consumers are being linked to the luxury brand product as well as how it influences the purchase decision making process; (2) the analysis between generic goals and product-specific goals; (3) whether consumers are being rationally or emotionally motivated throughout the decision making; (4) how the marketing campaign that is being applied in Christian Louboutin motivates different types of arousal. The data and information used as evidence have been collected from published reports, articles, internet, and academic journals. This review also provided a concise recommendation as to whether it is more appropriate to apply positive or negative motivation in highly competitive fashion industry.
1
1- Introduction
The red-soled stiletto king, Christian Louboutin has dedicated his life in creating luxurious footwear for women. In the year 1992, the brand Christian Louboutin’s first store came into reality in Paris, France with different store locations in 50 other countries ideally situated in major cities. Christian Louboutin’s shoes became instantly recognizable to those fashion cognoscenti for the trademark of ‘red-lacquered soles’ (WeConnectFashion, 2011). The main purpose of this essay is to provide definition of terms being applied and further review of how consumer needs and motivations can influence in purchase decision making and the product choice of female dress shoes that is being related to a particular brand product of Christian Louboutin and last but not least, critically evaluate the current marketing campaign that is being used by