Ch. 6 Consumer Decision Making

(The photo below shows consumers camping out for air jordan sneakers)

Fan's and sneaker lovers the decision making process of purchasing a new pair of Air Jordans is a simple yes.  When a new pair of Air Jordans are released the want and demand for them are incredible.  Consumers have no problem camping outside of stores for two and three days even the whole week just to satisfy the want for the shoe.  Fans of the Jordan Brand spend a lot of time with the involvement of decide which shoe to choose.  They follow up on how the shoe looks, the quality of the shoe, how limited the release will be.  For sneaker lovers the Jordan Brand is the number one sneaker for the culture.  Its the most sought after sneaker for the culture.  The recognition sneakers lovers receive for having a new pair of Air Jordans is abundant because people see the shoe as a badge of honor among sneaker lovers.  Consumers love how the Air Jordans bring them so much great attention from the culture around them.  Aspiring basketball players who look up to be just like Michael Jordan seek to purchase Air Jordans because they feel the shoe will motivate them become more "Like Mike".  This myth is untrue but for most fans it drives them to buy the shoe because the self conscience feeling makes them feel like they are Michael Jordan.  A big issue that comes up in the consumers decision making process is the price of the shoes.  Most people complain that the shoe is too expensive because it cost $160 and it goes up almost every year.  With this issue consumers are left with other options such as other shoe companies that offer other shoes for less.