Case Study Of Tissot Watch

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Executive Summary Tissot, a luxury watch has developed high-tech, advance functionality, special material with a wider versatile range of high-quality timepieces at an attractive price has a competitive advantage over any other Swiss watch brand.As such, Tissot watch is considered an important purchase decision. Consumer will be affected by a set of internal influences on their decision process in relation to the purchase.Before buying the watch, consumer would recognize a need, for example social need that makes the consumer look good at work place after purchasing a luxury watch to show that they are very successful in their life. Once needs are identified, consumer will search for information to bring a…show more content…
Consumer innovativeness is to determine how receptive a person is to new experiences. The personality of social character can affect consumer in information searching. There are two types of social character which are inner-directed and other-directed. Consumer with inner-directed personality has their own opinion in evaluating new products. For example, every consumers have their own shopping style when they are buying the products . Consumer materialism is a trait of people who feel their possessions are essential to their identity. They look like their lifestyles full of possessions but their possessions do not give them greater happiness. They are willing to spend if only the product is able to show off their possessions. In other word, as long as the product can make them look high class, they are willing to buy it. For example, they will buy the products that with the brand they desired , feel comfortable with or even have close feeling with the brand . Consumer ethnocentrism is to identify how consumer response to foreign-made products. Consumers who are high ethnocentric will feel that it is wrong to prchase foreign-made products because it would spoil the market of domestic economy. For some consumers, they would choose to buy the domestic product more than foreign-made product. But, non-ethnocentric they will rather buying foreign product than domestic product. For example, our nation’s consumers thinks that watches that is made in Germany or Switzerland are…show more content…
From pre-purchased stage, we able to know that we will search for the information of the product before we purchase it. Then, we will rate or value the product by its quality and value. The decision making by a consumer will also affected by some factors such as learning, motivation, personality, perception, need recognition, searching information and evaluation of alternatives. In the purchase stage, we able to learn about what we have to do before we purchase a product. Firstly, we will try to motivate ourselves get to the shop to try or have more information of the product from their sales assistant. Then, we will use our own perceptions to value or rate the product like comparing which product will be more suitable for us. Learning also will affect the decision making by our purchase experience and two theories which are Classical Conditioning and Instrumental Conditioning. In the post-purchase stage, the main concerned is about the satisfaction towards the products. Perception might be the main factor that affect the decision making as the satisfaction of consumers are depends on the result of what they get by their expectation. Learning is also an important factor because the loyalty of consumers are based on their purchase experience and the satisfaction towards a

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