• 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...

Introduction

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.

Middle

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.

Conclusion

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. Buyer Behavior about McDonald

    This provides them with positive reinforcement. Most Mcdonald's restaurants have high standard of cleanliness, and this is one of the factors that will greatly influence a person's choice of where to eat. Having a clean restaurant does not require capital investment, so why not make it clean to attract customers?

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

    the industry, due to the difficulty of making a profit in the mass consumer goods market. Here are the top ten most powerful luxury brands in the world, according to Millward Brown: 1. Louis Vuitton Last year's ranking: 1 Overall Brand Value: up 2% to $19.78 billion Louis Vuitton's focus

  1. Branding. This dissertation aims to link the brand literature with the three search, experience ...

    in their research. In order to draw conclusions with less established facts a direct input from the customers was required, thus, a survey was used in the early part of the research. Though there is need of the theory but to develop proper understanding of the attributes and their effect

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

    Why do new products fail? * A high-level executive pushes a favorite idea through in spite of negative market research findings * The idea is good, but the market size is overestimated * The product is not well designed * The product is incorrectly positioned in the market, not advertised

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

    endorsements (Talmazam, 2009), including Gatorade (worth an estimated $1 million), Tag Heuer ($5 million), and Accenture ($20 million) (Sitt, 2009), as well as others. The above examples shun Hovlands (et al, 1953) Source Credibility Model in favour for McCrackens (1986)

  2. Market Segmentation, Targeting and Contexts

    Stages in Buyer-Readiness: Stage Description: * Awareness At the launch of a new product, the target market may not even be aware that the product exists; even established products seeking to enter new segments of the market may need to raise awareness of both their company and their product.

  1. Introduction to Marketing - Using Sony/Sony Ericsson as an example.

    For example, if a particular customer bought a Sony psone in the past Sony would approach them and ask them questions on how well they feel the product performed. I.e. did it satisfy their needs and wants, did the customer incur any problems or inconvenience of some sort while the product was under their ownership.

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

    and newly competitors find it difficult to enter a new market especially when the customers are satisfied by the brand. Example of such brands is Nike, Coca-cola. As a result brands enable an organisation to establish distinctive characteristics and increase the prospect of attracting a large amount of old customers.

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