Need Recognition- The External Stimuli; Advertisements throughout New York City's public transportation. Big billboards, advertising the grand opening of the 5th Avenue and Herald Square Uniqlo stores were seen all through out the five Boroughs of New York during the fall of 2011. The positive impact was reflected when large amunts of people showed up both openings. Lines of people went all around the block in which the 5th avenue flagship store is located. I know this because I was one of the people waiting to shop in the opening day.
Information Search- Marketing Control Information Source; One of the products that was highly promoted during this period of time, was Uniqlo's HEATTECH shirts. Throughout New York City's public transit, there was a widespread of billboards depicting shirts, that according to Uniqlo' will keep you warm during the fall and upcoming winter. This ad was clearly 'On Point' because we were in fall season and winter was soon approaching.
Evaluation of Alternatives and Purchase- New Yorkers hardly had to do any research or even think twice about purchasing Uniqlo's products. A main reason for this was their price advertisements that covered NYC from early August to early November. In this ads, price listings showed New Yorkers that Uniqlo was literally GIVING AWAY clothes! A clear example of this is the prices that Jeans were being sold for. Jeans that regularly sold for 59.50 were being sold for 9.90 dollars. These clearly showed that the Grand Opening of both stores was something that you couldn't AFFORD TO MISS.
Purchase- The low prizes and high quality of clothes from Uniqlo, freed New Yorkers from having to worry about paying methods. New Yorkers knew that this type of offers were rare to find, specifically in high quality clothes. Therefore they were easily persuaded to pay with their credit cards, knowing that they might be at risk of debt or even worse, knowing that they're in debt.
Postpurchase Behavior- To guarantee customers that they had made a wise decision in buying a Uniqlo product, Uniqlo gave away bags to each customer that exited the store with a shopping bag.
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