• Join over 1.2 million students every month
  • Accelerate your learning by 29%
  • Unlimited access from just £6.99 per month

Consumer behavior and the marketing of Cartier jewellery.

Extracts from this document...


1. Introduction “I don’t know the key to success, but the key to failure is trying to please everybody.” (Bill Cosby) The reason is because there are no two people that have exactly same likes and dislikes. Everybody in this world is different. Hence trying to make everyone happy at the same time merely blow the pleaser’s mind off. Taking that quote into consideration, it is not only true to an individual but also to every industry. A business cannot aim to sell their products to the whole market, because every customer has different wants and needs. Only a group of similar consumers that suites the products’ property best should be considered, so the business can use the right marketing strategy. In other words, business should segment their market in order to have clear image about their customers. Thus the business would make high profit by selling right product to right customers. 2. History of Cartier Started in 1847 when Louis-François Cartier took over master-craftsman Adolphe Picard jewelry workshop. Owing to Cartier’s great quality of manufacturing, they were trusted and selected to be many royal family official purveyors, including: King Edward VII of England, King Alfonso XIII of Spain, King Carlos I of Portugal, Tsar Nicholas II of Russia, King Paramindr Maha Chulalongkorn of Siam, King Peter I of Serbia, Duke Philippe of Orleans, King ...read more.


The brand Cartier itself is an effective selling point because of Cartier?s long history and heritage. The fact that Cartier is selected to be official purveyor for many Kings from many countries and also an excellent jewelry provider for people from elite class, can guarantee that its product are made with the extraordinary quality. As soon as these luxury items are available for people in lower hierarchy of social class, those with ability to purchase want to get as much of these product as they can afford in order to show their social status and to be regarded as special. People that always search for new, elegant and luxury experience are also the possible consumers. Buying ring from Cartier would be such an experience due to the exceptional service, start from the warm welcome from a doorman to a professional and helpful assistance provided by in-store sales staff. Cartier?s jewelry has variety of designs that suite customer with different personality. All collections from Cartier have modern look. But some are created with more simple styles and some are trendy and fashionable. For Trinity they attract customer who likes things to be simple yet classic. The table below explain the reason each type of VALS lifestyle and the reason why the are possible Cartier customers. ...read more.


Information is shared throughout every corner of the world in few seconds. People in society tend to have similar ideas and beliefs of valuation. Wanting to belong as part of the group, they then follow the same trends. In a big term of society, trendsetters are normally popular public people, for example, celebrities, famous athletes, and politicians. They are considered as comparative reference group. Consumers compare themselves with this group because they?re dreaming of being like one of them..[b] Figure 5.1.1 (popsugar.com, 2007) Only seeing celebrity wearing Cartier jewelry like in showing in pictures in figure 5.1.1 can create strong desire in brand?s consumers. In smaller terms, influencers are people who surround each customer. This group of reference is called normative. Their opinions and comments have big impact on customers?. 5.2 Process When influenced by society, consumer? new desires are created. That?s when the process of decision-making starts. People will suddenly feel the need of possessing new product. Let?s say one women want to get a ring for herself because she saw her favorite movie star wearing a gold ring on her pinky finger. She and her friend think it?s very cute. She will now start searching information or pictures of pinky ring on the Internet or even on social media such as Pinterest and Instagram. When she got few picture of rings that she like she will move on to evaluation of alternatives stage, start considering each ring more carefully. ...read more.

The above preview is unformatted text

This student written piece of work is one of many that can be found in our University Degree Marketing section.

Found what you're looking for?

  • Start learning 29% faster today
  • 150,000+ documents available
  • Just £6.99 a month

Not the one? Search for your essay title...
  • Join over 1.2 million students every month
  • Accelerate your learning by 29%
  • Unlimited access from just £6.99 per month

See related essaysSee related essays

Related University Degree Marketing essays

  1. Blue Nile pestel analysis. Blue Nile is a publicly traded company. The company was ...

    Luxury goods are a privilege and do not require any costs from switching from one substitute to another. One of the factors that go into whether to spend the money on jewelry or on a substitute is the price and performance of the substitute compared to the jewelry the consumer is considering purchasing.

  2. Chapter Notes on Marketing Management by Philip Kotler 10th Edition

    In high-low pricing, the retailer charges higher prices on an everyday basis but then runs frequent promotions in which prices are temporarily lowered below EDLP level. Going Rate Pricing The firm bases its price largely on competitor's price - the same, more or less.

  1. Tanishq a division of Titan Industries is Indias largest, most desirable and fastest growing ...

    This helps to know the condition of a country, which helps to take decision weather to invest or not. 2.2.1 Economic indicators: To know the economic conditions the indicator are GDP, GNP, Employment rate, FDI inflow and outflow etc. > GDP-real growth rate: 6.1% (2006 est.)

  2. Marketing Dissertation. An investigation of Celebrity Endorsement, with particular focus on the long-term ...

    This particular test investigating the importance of the product fit with the player, even for somebody with the stature of David Beckham. According to Mariampolski (2001) these creative methods, using tools and projective techniques elicit attitudes that are latent or unformed in the consumers mind, and the exercises used stimulate unconventional responses.

  1. iPhone - A global perspective. The report is designed to comprehensively document the ...

    New technology is an ever-growing competitive industry based on consumer demand. Consumers want to do everything faster and easier, thus causing companies to combine their technologies into one product. The idea of multi-media device is not new, mobile phones have been able to make calls and access the internet for a some years now.

  2. Branding and Marketing at LVMH (Louis Vuitton Moet Hennessy)

    of stitch: all may be without an 'accounting cost' but for those who truly know the product, for it is these people the company should wish to find and keep, the difference is incomparable. A brand, which is widely known in the marketplace, acquires brand recognition.

  1. Consumer Behavior and Holiday

    This problem can be solved when customers take a course of action to satisfy the need. It involves five stages that happen step by step. o Need recognition: Consumers think and recognize their need or want. Need recognition occurs when consumers realize that they are out of the product, when

  2. Title: Analyse and investigate consumer responses towards Internet shopping and the

    Secondly the study is of the opinion that their respondents represent the opinion of all internet shoppers. Rhee, Riggins and Kim (2009) identified Perceive characteristic of the web as a key factor in understanding consumer usage behaviour and the adoption of the internet.

  • Over 160,000 pieces
    of student written work
  • Annotated by
    experienced teachers
  • Ideas and feedback to
    improve your own work