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Purchase Analysis:

New Balance Fresh Foam Cruz

Alex Peterson

Marketing 115

Edrington

December 5, 2017
Table of Contents
Title Page ......................................................................................................................................... i
Table of Contents ............................................................................................................................ ii

Introduction ......................................................................................................................................1
Model of Consumer Decision-Making Overview............................................................................1
Input Stage ................................................................................................................................... 2-7
Marketing Mix ................................................................................................................. 2-3
Sociocultural Influences................................................................................................... 3-7
Sociocultural Influences – Family ....................................................................... 3-4
Sociocultural Influences – Soccer Team.............................................................. 4-5
Sociocultural Influences – Other Groups .................................................................5
Sociocultural Influences – Social Class ...................................................................5
Sociocultural Influences – Culture...........................................................................6
Sociocultural Influences – Age Cohort ....................................................................7
Process Stage ............................................................................................................................. 7-15
Psychological Factors .................................................................................................... 7-12
Psychological Factors – Motivation..................................................................... 7-8
Psychological Factors – Personality .................................................................. 8-10
Psychological Factors – Perception ................................................................. 10-11
Psychological Factors – Learning .................................................................... 11-12
Psychological Factors - Attitudes .................................................................... 12-13
Phases of Consumer Decision Process – Need Recognition .............................................13
Phases of Consumer Decision Process – Information Search .................................... 13-14
Phases of Consumer Decision Process – Alternative Evaluation ............................... 14-15
Output Stage............................................................................................................................. 15-18
Phases of Consumer Decision Process – Purchase ...................................................... 15-16
Phases of Consumer Decision Process – Post-Purchase .............................................. 16-18
Conclusion ............................................................................................................................... 18-19
Endnotes.........................................................................................................................................20
Introduction

Every year before school starts, I get a new pair of shoes. I have done this for as long as I

can remember. These shoes are meant to be an everyday item that I can wear not only for school

but for any occasion. They need to be comfortable, versatile, good looking, and durable. I have

bought many different brands and styles over the years, but this year I purchased the New

Balance Fresh Foam Cruz. I first saw this shoe in an advertisement on Facebook. A couple

weeks later, I saw the shoe in Scheels and purchased it with my mom. Since I have purchased the

shoe, I have never had any issues with my purchase. I am very satisfied with my decision to buy

the product. Going into this decision, there are many factors that influenced me as a consumer.

While some are more obvious, others are hidden and but also need to be reviewed. This paper

represents an analysis of my recent purchase and the reasoning behind it.

Model of Consumer Decision-Making Overview


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The model of consumer-decision making that is discussed in our book has three stages.

This includes the input stage, the process stage, and the output stage. In my analysis, I will go

through each stage with relation to my purchase. The input stage will be about New Balance’s

marketing, my sociocultural influences, and the communication methods of both of these. The

process stage is about how I made the decision. This includes psychological factors that affected

the decision along with the beginning phases of the consumer decision process. Lastly, the output

stage is about the purchase behavior and how I evaluated the purchase after making it. I will

reference class and book topics throughout the analysis.

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Input Stage

Marketing Mix

As stated previously, the input stage is about the product’s marketing and the

sociocultural influences on the consumer. Starting with marketing, it is important to look at the

marketing mix of the product which includes product, promotion, price, and distribution.

The product is the service or tangible good that satisfies the consumer’s need. In this

case, the product is the New Balance Fresh Foam Cruz which is a tennis shoe. This shoe is a

running or lifestyle shoe with a foam bottom to add extra comfort. It can be easily slipped on and

has limited arch support. I bought the shoe in gray but the brand offers a variety of colors.

The target audience of this shoe would be millennials and college kids who are looking

for an affordable yet comfortable shoe that is fashionable and easy to wear. New Balance appears

to mostly segment their market through lifestyle. They are providing a product that can help

millennials to complete their activities and that matches with their opinions of what looks good.

They advertise the shoes to these millennials as new and exciting. New Balance is clearly trying

to appeal to younger consumers and expand their market. As we learned about in class, this

audience is appropriate for segmentation because it meets all of the required criteria. The

millennial audience is large in size, responsive, measurable, stable (relatively), and reachable.

The promotion is how the company is advertising the product and reaching their target

audience. I first saw an advertisement for this shoe on Facebook which sparked my initial

interest. Since then, I have also seen advertisements on Twitter and Instagram. It is clear that the

company is doing social media marketing. After making a google search, it is clear that New

Balance is also participating in SEM or paid advertisements on the Google search results page. I

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am not sure if they are participating in other forms of promotion such as direct marketing or

television. I have not seen any advertisements in any other places.

The price is the basic price of the product including the discounts or other coupons. This

shoe costs $79.99 which makes it very reasonably priced in comparison with other competitors.

New Balance also offers a children’s model which is $64.99 and an extra protective model which

is $99.99. I bought the shoes at full price for $79.99 which I thought was a very good deal.

Lastly, the distribution or place is where the product is available and where targeted

consumers want to buy it. Because New Balance is utilizing online advertising, they are pushing

to the sell the shoe in their online store. Despite this, they also offer it in physical stores such as

Scheels where I purchased the product.

Sociocultural Influences

Besides the marketing mix, it is important to consider the sociocultural influences on the

consumer. This includes reference groups and other influencers such as my social class and the

culture I operate in. Personally, my most important reference groups are my family and my

soccer team. I will dive into these groups and more in the following sections.

Sociocultural Influences - Family

My family is a primary informal reference group. One of the most important

characteristics that they have passed down on me was being active and fit. My dad was a

collegiate athlete so he instilled in me the love for athletics. This would fall into the lifestyles

function of family. He always wore athletic shoes so I am naturally inclined to also wear athletic

shoes. This factored in to my decision to want to buy athletic shoes such as the Fresh Foam Cruz.

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Furthermore, my family believes in looking good but only at the right price. My family is not the

type that would spend over $150 on a pair of shoes so this was passed on to me through

consumer socialization. Because of this, I like to find deals and will almost never buy something

I do not need at full price.

Growing up, my family supported any clothing item I wanted to wear. This allowed me

to not feel an incredible amount of influence to buy any particular shoe as long as it came at the

right price. I also did not feel any influence on brand because my family is not loyal to any kind

of athletic shoe. In terms of communication, my family communicates to me through word of

mouth and through some products they share with me on social media.

My mom was with me when I made the purchase but I did not feel a particularly heavy

influence from her other than with price. She said she liked the shoes and was willing to support

any decision I made. That being said, I would not have felt comfortable spending $200 on shoes

in front of her. She has always been frugal with money so not only has she passed this down on

me, but I also want her to think I am the same way.

In my family, I serve a variety of roles. In this case, I was the user, decider, and buyer of

the product. Typically, my mom is the decider and buyer in our family which is probably why I

felt influence from her on price. Most decisions in my house are joint which makes us a syncretic

household. That being said, my mom makes more of the decisions on what to buy for our

clothing. She has shaped me as a consumer while my dad has more shaped my lifestyle.

Sociocultural Influences – Soccer Team

My soccer team is also a major influencer on my life. They are my best friends and I

naturally care what they think. Because we are an athletic team sponsored by Adidas, many of

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my teammates like Adidas shoes the best. This causes me to have a positive attitude toward

Adidas. In addition, they all enjoy wearing athletic shoes with comfortable bottoms such as

foam. All of these factors influence my purchase decision. My soccer team communicates to me

through word of mouth and through the products they talk about or share on social media. I did

not consult any of my teammates on this purchase. I thought my teammates would think these

shoes were cool when I made the purchase which had some influence.

Sociocultural Influences – Other Groups

I am in many other groups such as the Student Athletic Advisory Committee, CBPA

Leadership Council, Drake AMA, and my friends from back home. I do not think any of these

groups had any influence on this purchase decision. My friends from back home are kind of

quirky but very accepting so they would be okay with anything I wear. I also do not think there

was any kind of aspirational group I was trying to reach with this purchase.

Sociocultural Influences – Social Class

My family would be considered upper middle class. While we do have the money to

spend on luxuries, my family rarely ever does. My parents are well educated and have been very

successful in their respective careers. I have been blessed to live in a nice neighborhood with

amenities. As we learned in class, members of this social class often buy branded goods for

conspicuous consumption to show off to other consumers. In this case, I would not consider New

Balance a brand that someone would “show off” such as Versace or Polo Ralph Lauren.

However, I do think there was a latent motive in my head to buy shoes that were not only unique

but cool looking so other people would think I am fashionable.

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Sociocultural Influences – Culture

I was born in Minnesota and I have been a part of the American culture my entire life. In

class, we learned that the there are many core values of Americans that impact their lives and

purchase behaviors. To begin, Americans are individualistic. In my purchase, I was really only

thinking of myself and how the shoes would affect me so I believe this falls under the

individualistic category. Americans also value competition vs. cooperation. While buying the

New Balance shoe, I believed I was buying a product that would make me look good in

comparison with my classmates and friends. This could be classified as a competitive mindset. In

addition, Americans value youth over age. I think this can be seen with New Balance releasing

this new product and marketing towards millennials. They’re clearly striving for a younger

audience vs. making a product for the elderly.

In terms of core values and the consumer’s environment, Americans prefer change over

tradition. With my shoe purchase, I bought a brand and product that I had never purchased

before. I wanted to try something new because I also prefer change over tradition. Americans

also value risk taking in terms of achievement. Although this purchase does not completely tie in

with my achievement, I still took the risk of buying the new brand and product.

Lastly, there are core values that Americans hold in relation to themselves. One of these

values is being active and not passive. This can be seen by my purchase of an athletic shoe that I

would use to live my active lifestyle. Americans also value material goods over non-material

goods. This can clearly be seen with me purchasing a new and nice-looking shoe. I easily could

have gotten a cheaper pair of shoes from Goodwill but I went for the better-looking material

good.

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Sociocultural Influences – Age Cohort

I was born in 1996 so some might argue I am right between a millennial and generation

Z. For this paper’s purpose, I will analyze myself as a millennial because I think the

characteristics of this group do a more accurate job at depicting myself. In general, millennials

are technologically advanced which is evident with my initial awareness of the product being

through social media. We are also experience-oriented and curious. I think I was exhibiting these

characteristics by trying a new product because I was looking for a new experience and I was

curious how the shoe would satisfy my needs. Tying into the last attributes, millennials are

typically not brand loyal. This is because they are curious and constantly looking for new

experiences. I am definitely not brand loyal and I can easily be convinced to try a new product

with additional information. This purchase shows this because even though I have almost solely

purchased Nike and Adidas in the past, I tried the new brand.

Process Stage

The process stage of the consumer-decision model involves the psychological factors and

other inputs that influence the consumer in making the decision. It also looks at the beginning

phases of the consumer decision process. Psychological factors help define each individual

consumer and are crucial to any purchase decision we make. These include many different

factors such as motivation, perception, learning, personality, attitude, and lifestyle.

Psychological Factors - Motivation

Starting with motivation, I am most concerned with belonging, self-esteem, and self-

actualization when it comes to purchasing tennis shoes. Not only do I want my shoes to help me

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reach my internal goals but I also want my teammates and friends to think they are cool. In terms

of self-esteem, I feel better if I have cool shoes that I believe make me look good. This is a latent

motive and one that I would not easily admit to others. Other latent motives with these shoes

include wanting people to compliment me on my shoes and having girls think I am stylish and

good looking. In terms of manifest motives, I am motivated by having a shoe that is comfortable,

lightweight, durable, and easy to wear. I want to be able to run in the shoe but also just hang out

in it. These are qualities that I would admit to anymore that I am looking for in a shoe.

I would classify my purchase as an approach/avoidance motivational conflict. Due to the

low price point, the only real negative was that I was trying a new brand and did not fully trust

New Balance to satisfy my needs. In this case, the approach was that I liked the product look and

it met all of my needs. It was comfortable when I tried it on and it was easy to slip on. The

avoidance was that I had never had a New Balance shoe before so I was not familiar with the

product quality. In addition, there was some avoidance that other people might not like my shoe

because not that many people own New Balance.

Psychological Factors - Personality

In terms of personality, I am someone that is naturally compliant but also a little

detached. I want to have people like me and agree with me. I enjoy having friends with similar

interests. That being said, I also love to try new things and be unique. I find it satisfying to own

something or wear something that no one else has. I like to be different in this way.

I would consider myself low on dogmatism meaning I like change. I get bored by doing

the same things over and over again. I would also say I am equally inter-directed and outward-

directed in terms of social character. I take into account the opinions of others, but I am also

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honest and trustworthy of my own judgement. Lastly, I would consider myself a wide

categorizer. I am pretty accepting of error and do not like to complain if error occurs.

All of these factors influence my decision to buy the New Balance shoe. I naturally

wanted to buy an athletic shoe with a foam bottom because they are very popular and many of

my friends have similar shoes. All of my friends love their shoes that have these qualities. These

elements are supportive of the fact that a tennis show is a public good. It is easily visible to other

consumers around you. However, I ended up trying a new brand, New Balance, because of my

detached personality type. I had never seen anyone have this shoe before so I wanted to be

unique. In addition, because I am low in dogmatism, I like change and am hardly ever brand

loyal. This also played into my decision because it allowed me to be okay with purchasing a

brand I have never had in the past. Looking at my social character, I asked my mother what she

thought of the shoes and I also internally referenced what shoes I had seen my friends wearing.

Despite this, I completed all of the information search on my own about the shoe details. This

process aligns with my view of myself as someone who is in between an inter-directed and an

outward-directed personality. Lastly, considering myself a wide categorizer did not have much of

an influence on my purchase until the post-purchase stage which I will reference later in the

paper.

I believe I have a realistic actual self-image of myself. I think I have a good

understanding of who I am and what my skills and qualities are. My ideal self-image would be as

a guy who is kind, athletic, and smart. My social ideal image would be that others see me as

good looking, kind, athletic, and fashionable. Because I believe this shoe to be fashionable, good

looking, and athletic looking, this shoe helps me work towards my ideal self-images.

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Besides my own personality, the brand personality of the company who makes the

product can also be analyzed. Overall, I would say that New Balance has always been a

competent brand in the past. They are reliable, straightforward and get the job done. While this

does not necessarily match what I was looking for in a shoe, the new Fresh Foam Cruz matches

these qualities. As previously mentioned, New Balance is going after a younger audience with

this product and their marketing. I believe that they are trying to alter their brand personality

dimension from one of competence to one with an element of excitement.

Psychological Factors – Perception

When I first became aware of the New Balance Fresh Foam Cruz, it was through an

advertisement on Facebook. I had never considered buying a New Balance shoe before so this

advertisement went above the just noticeable difference for me. I noticed the advertisement due

to several external stimuli factors. First, the shoe contrasted off of a white background and

appeared to being moving which caught my attention. Next, the color of the product stuck out

because they had it in gray or black. I never buy flashy colors (typically black, gray, or white) so

this also appealed to me.

Because I was already thinking about getting a new pair of shoes for the start of the

school year, I noticed the product through selective attention. The advertisement was not

extremely creative but I had perceptual vigilance for the product because I was already looking

for shoes.

As we have learned in class, every purchase decision has a risk. Because this was my first

New Balance shoe, there was a functional risk that the shoe will do its job. I was nervous that it

might not be durable or comfortable. I only have a couple friends that own New Balance shoes

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so this purchase also came with a social risk that people would think my shoes were weird or not

fashionable. There was also an element of psychological risk because I did not know if I would

be satisfied by trying this new brand and new product. There was not much of a physical risk or

time risk. I also did not feel much of a financial risk because this shoe was cheaper than almost

all of the competitors.

New Balance appears to have positioned this shoe as a cheaper version of the other foam

bottom shoes out there. This would make them a product follower because there are already

other companies making similar shoes. They are appealing to customers by the product category

which is new to New Balance. They have never had a foam bottom shoe that appeals to

millennials like this before. I think it is clear that the company segmented their market and

realized that they needed to have a greater appeal to the millennial audience. They have targeted

these customers through social media advertising which is very effective for this age cohort.

Psychological Factors – Learning

In terms of learning, my motive or drive to buy the new shoes was caused by the start of

the new school year and my old shoes being beat up. The cue that caused me to buy the product

was an advertisement on Facebook. After seeing the advertisement, I stored the shoe in my long-

term memory. Due to this, the next time I saw the shoe at Scheels, I ended up making the

purchase. The advertisement appealed to the right side of my brain. It was image heavy and

featured almost no copy. Even on the website, they do not have a lot of copy explaining the shoe.

It is straightforward with imagery.

In the case of New Balance coming out with a new product, they are taking part in

classical conditioning. The company released this shoe under their New Balance name which

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would be an example of family branding or stimulus generalization. They want the consumers to

feel the credibility of the New Balance brand when considering the new product. The only bad

aspect of family branding is that New Balance does not have the most favorable brand

personality in the eyes of millennials. Much of this target audience believes that New Balance is

not the most fashionable or cool brand for millennials. This is based on past products designs and

also seeing older people wear the products. In terms of family branding, this means that

consumers will also think of these characteristics even when looking at a brand-new product

because it has the New Balance name on the shoes.

I also exhibited instrumental conditioning with my purchase. After trying a new brand

and product, I was positively reinforced by liking the shoes and having people compliment me

on them. This will change my behavior in the future. I have since been on the New Balance

website several times looking for other shoes. New Balance is now in my long-term memory and

evoked set when looking at athletic shoes or tennis shoes.

In order to solve the problem of needing new shoes before the school year, I used

cognitive learning to complicate the problem. I easily could have gone straight to Scheels and

bought another pair of Nike shoes like I had done the year before. Instead, I decided that I

wanted something new. This was not because I was dissatisfied with my old purchase but

because I am naturally not brand loyal and love to try new things. I would rather try something

new and have it fail then always buy the same thing I have bought in the past.

Psychological Factors – Attitudes

Before buying the New Balance shoe, I had a partially negative attitude towards New

Balance. While I did not have lots of knowledge on the brand, my evaluation belief was negative

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so my prescriptive belief was to not purchase the product. In order to change my belief of New

Balance, they showed me a new product that I had not seen before that was catered to active

millennials like myself. This was not only giving me knowledge about the product but also

appealing to my utilitarian function of attitude. They showed me that New Balance could be

useful to my needs and fit my needs. In the end, this caused a change in my conative component

of attitude. Their efforts made me think to try a new product because of their marketing.

I do not think it was particularly difficult to change my attitude because I am so low in

dogmatism and like change. I did not have any emotional ties to other brands because my family

was also not brand loyal while growing up. Due to this, it was easy for the brand to show me a

new product and get me to change my attitude to buy the new shoe.

Phases of Consumer Decision Process - Need Recognition

Besides psychological factors, the process stage of the model of consumer decision

making also looks at the beginning different phases of the consumer decision processes. The first

phase of this process is need recognition. For my purchase, the need recognition phase came at

the start of the new school year. Because I normally get a new pair of shoes at this time, I felt

this need due to the time of year. In addition, my old tennis shoes were beat up which also

caused me to also feel the need. I believe many of my previously mentioned psychological

factors had influence on feeling this need.

Phases of Consumer Decision Process – Information Search

The next phase is the information search. For this stage, I went on the internet and looked

up various brands such as Adidas, Nike, Under Armor and New Balance. I saw what shoes they

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had which fit my needs. I knew I wanted something with a foam bottom that was comfortable

and easy to slip on. It also had to look good. Although quality was important, I was not willing to

pay much over $100 for the shoes. I internally referenced any advertisements I had seen and any

cool shoes that I had seen my friends wearing. I had never seen anyone wearing this New

Balance shoe before I bought it.

Phases of Consumer Decision Process – Alternative Evaluation

For my alternative evaluation, it is first important to look at my evaluative criteria. I

knew that I wanted a comfortable shoe that was good looking, durable and easy to slip on. I was

flexible on the color and price but wanted to get the shoe for around $100. I preferred the shoe to

have a form bottom because I like the look and feel of this type of shoe. I considered Adidas,

Nike, and Under Armor in my initial search. These brands represent my evoked set. I only

included New Balance after seeing an advertisement on Facebook. Besides the Fresh Foam Cruz

from New Balance, I also considered the Adidas Ultraboost, Adidas Iniki Runner, Nike Free RN

2017 Shield, and the Under Armor Threadborne Slingwrap.

In order to choose between these shoes, I used the conjunctive rule. This is because all of

the criteria are important to me when looking at shoes. It was essential that any shoe I purchased

met the minimum standards that I was looking for. There were not really any negative attributes

because I liked all of the shoes. A table showing my decision with the three criteria of price,

look, and comfort can be seen on the next page.

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Under
Cut- New Balance Adidas Nike Free
Evaluative Adidas Armor
Off Fresh Foam Iniki RN 2017
Criteria Ultraboost Threadborne
Point Cruz Runner Shield
Slingwrap
Price 3 4 1 3 3 3

Look 4 4 5 5 3 2

Comfort 4 5 5 3 4 3

Based on this decision rule, the different products in my evoked set were eliminated after

they failed to meet the minimum standards. The Adidas Ultraboosts were eliminated due to price,

while the Nike and Under Armor shoes were eliminated due to look. Lastly, the Adidas Iniki

Runner was eliminated due to comfort. I tried on the Nike and Under Armor shoes while at

Scheels after seeing the New Balance shoe. The two Adidas shoes were not at Scheels but I had

tried them on previously. After evaluating the shoes based on the criteria, I purchased the New

Balance shoe because it met all of my minimum standards.

Output Stage

Phases of Consumer Decision Process – Purchase

After seeing the New Balance Fresh Foam Cruz in Scheels while shopping with my

mom, I decided to try them on. As previously stated, I also tried on a Nike and Under Armor

shoe while at Scheels. In addition, I considered two pairs of Adidas shoes that I had been looking

at for a while. After trying on the shoes, I made the purchase upon realization that this shoe best

fit my needs. I bought the shoes in gray and in size 9.5. I would classify my decision under the

cognitive view. I solved the problem of needing new shoes through several processes and

influences. I did not have all the information needed about possible athletic shoes or New

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Balance to make an economic decision. I also do not think it was a passive view or emotional

view. I was active as a consumer and I did not really have any emotional ties or impulses

towards New Balance.

Phases of Consumer Decision Process – Post-Purchase

Ever since making my purchase, my consumer behavior represents the post-purchase

stage of the consumer decision process. After buying the shoe in store, I did not receive any after

sale support or customer service information. There was no phone call or email from either

Scheels or New Balance. On the receipt of the purchase, there was a customer service number

and the website for www.scheels.com. On the box of the New Balance shoes, there was also a

customer service number and website address for www.newbalance.com. Both of these websites

have extensive information on return policies and satisfaction guarantees. Both websites also

have FAQ pages with frequently asked questions to answer any questions you may have. New

Balance also has a customer service number and email which is easy to find on the contact page.

I could not find a corporate customer service number for Scheels on their website, but they have

an email form to fill out. In the end, I filled out the email form on both of these websites to let

the company know of my satisfaction with the product.

Almost immediately, I received an automated email from both companies saying that

they would analyze my email and try to get back to me as soon as possible. In the end, I got an

email back from New Balance the next day. It was from a woman named Cindy in Customer

Care who thanked me for my compliments of the product. A screenshot of the email can be seen

on the next page. I never received a response email from Scheels.

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I was very satisfied with the customer service I received while at the Scheels store. The

store employee was very helpful and not pushy. Because I am naturally a wide categorizer, I am

okay with mistakes and I do not expect most purchases to go above and beyond. This seemed

like a pretty routine purchase to me which is positive. I am also not someone that likes to receive

any after purchase support, so I was fine with not receiving an initial follow-up call or email

from Scheels or New Balance.

I am satisfied with both company’s websites. They provide adequate information on

returns and frequently asked questions. It was easy to find a contact email for both companies. I

was very impressed with the speedy and kind response from New Balance on my email. I was

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disappointed but not shocked that I did not hear back from Scheels. Due to my wide categorizer

personality, this does not really effect my perception of Scheels or my future purchase behavior.

I will still make purchases there, but they should have someone on staff to respond to all emails

even if they are just compliments. New Balance made me feel like a really valued company

which I could see might be much more important to other consumers.

My line of satisfaction has stayed about the same for Scheels after this purchase. I have

made many purchases there before and have always received efficient products and customer

service. I had high expectations going in and I still do today. Because I had never bought a New

Balance shoe before, I did not have the highest expectations for New Balance. Due to this, my

line of expectation is now much higher than it was before for New Balance. I am very satisfied

with my purchase and the post-purchase service that I received. I believe this purchase has

impacted my future purchase behavior when it comes to athletic shoes and other athletic

products. New Balance will now be more prevalent in my head.

Conclusion

In this paper, I analyzed my purchase of the New Balance Fresh Foam Cruz based on the

Model of Consumer Decision Making. After feeling a need and being impacted by sociocultural

and psychological factors, I performed an information search. Next, I evaluated the alternatives

in my evoked set and determined that this shoe best met all of my minimum standards. I made

the purchase and then later analyzed the post-purchase efforts made by New Balance and

Scheels. I am very satisfied on my recent purchase and wear these shoes very frequently.

In terms of this purchase, I found the Model of Consumer Behavior to be a pretty reliable

in terms of its content. I believe that the marketing mix, reference groups, psychological factors,

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and other elements all had an influence on my purchase behavior even if it was latently. In

addition, my purchase behavior also seemed to follow a pretty similar path to the consumer

decision process. The only part that I did not find completely accurate is the rigid or linear

construction of the model. When diving this deep, a purchase becomes truly dynamic. Due to

this, I found that many of the factors of each stage in the model also overlapped into other stages.

For example, I believe that reference groups had some influence on my process and output

stages. In addition, psychological factors also had some influence on how I perceived the inputs

and outputs.

It was incredibly interesting to fully dive into a recent purchase I made after analyzing

class topics in relation to my consumer behavior. Very rarely do students get the opportunity to

relate class topics to real life decisions especially in relation with purchases. The one large take-

away I have from this assignment is the incredible amount of influences that can impact just one

purchase. While some are obvious like the price and comfort of the shoe, others are much more

hidden such as your age cohort, learning style, or perception. This purchase has made me have a

greater appreciation for the complexity of marketing work. It makes me excited for my future in

the industry.

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Endnotes

1
Schiffman, Leon G., and Joseph Wisenblit. “Consumer Behavior Is Interdisciplinary.”

Consumer Behavior, 11th ed., Pearson Education, Inc., 2015, pp. 19–20.

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