FACULTY OF SCIENCE COMPUTER AND MATHEMATICS

INDIVIDUAL ASSIGNMENT 1

MKT561
CONSUMER BEHAVIOUR

Title
LUXURY
PRODUCT
(BURBERRY)

Prepared by
Fatin Nabilah Binti
Musri Matric Number
2018263572

Prepared for
Madam Fatimah Zainab Binti DZulkifli
Table of Contents
1.0 INTRODUCTION....................................................................................................... 1
2.0............................................................CONSUMER DECISION MAKING PROCESS
2
2.1................................................................................................. Need Recognition
2
2.2.......................................................................................... Information Research
3
2.3...................................................................................... Evaluation of Alternatives
3
2.4........................................................................................................... Purchase
4
2.5...................................................................................... Postpurchase Behaviour
5
3.0 CONCLUSION........................................................................................................... 6
REFERENCES.......................................................................................................... 7
APPENDIX...................................................................................................................... 8
1.0 INTRODUCTION

Luxury product have more than necessary and ordinary characteristics compared to
other product of their category, which include their relatively high level of price, quality,
aesthetics, rarity, extraordinariness, and symbolic meaning. A luxury product is not
necessary to live, but it is deemed as highly desirable within a culture or society. I
choose Burberry brand for my luxury product in this project. The reason for my choice
of brand is because Burberry ranked 73rd in Interbrand's Best Global Brands report,
alongside Louis Vuitton and Prada In 2015, Burberry has stores in 51 countries
including Malaysia.

Burberry Group PLC is a British luxury fashion house headquartered in

London, England. Its main fashion house focuses on and distributes trench coats (for which
it is most famous), ready-to-wear outerwear, fashion accessories, fragrances, sunglasses,
and cosmetics.

Burberry was founded in 1856 when 21-year-old Thomas Burberry, a former draper's
apprentice, opened his own store in Basingstoke, Hampshire, England. By 1870, the business
had established itself by focusing on the development of outdoors attire. In 1879,
Burberry introduced in his brand the gabardine, a hardwearing, water-resistant yet
breathable fabric, in which the yarn is waterproofed before weaving. In 1891, Burberry
opened a shop in the Haymarket, London.

In 1901, the Burberry Equestrian Knight logo was developed containing the Latin
word "Prorsum", meaning "forwards", and later registered it as a trademark in 1909.
Burberry was an independent family-controlled company until 1955, when it was
reincorporated. In 2005, it completed its demerger from GUS plc, the company's former
majority shareholder. Burberry first sold online in the US, then in the UK in October
2006, and the rest of the EU in 2007.

1
2.0 CONSUMER DECISION MAKING PROCESS

Consumer decision making process involves the consumers to identify their

needs, gather information, evaluate alternatives and then make their buying
decision. The consumer behaviour may be determined by environmental factors like
social and cultural values. There are five stages in consumer decision making
process which are need recognition, information research, evaluation of alternative,
purchase and Postpurchase behaviour.

2.1 Need Recognition

Need recognition refer to the decision- making stage that a consumer

undergoes before, during, and after they purchase a product or service. A need can
be triggered by internal or external stimuli. Internal stimuli refers to a personal
perception experienced by the consumer while external stimuli include outside
influences such as advertising or word-of-mouth.

Consumer needs is effect by external stimuli. Based on the

advertisement in social media, YouTube and magazine, consumer become attract to
buy a product from Burberry brand. Burberry, one of the Best Global Brand make
it influence to consumer to own a product from this brand. A lot of Burberry
consumer want to be part of an aspirational reference group. When we know a
person using Burberry brand, it shows that they have money to spend on that
brand.

Other than that, the package design that shows the product is from
Burberry. Burberry’s fragrance, one of the product, consumer can identify the fragrance
based on their design in the bottle. A mini ribbon at each bottle of My Burberry
Fragrance, check pattern for Burberry Brit Fragrance and small circle keychain with the
word “Her” in Her Fragrance collection. Consumer plan to buy a fragrance from
Burberry because their long lasting smell and consumer dreams to own product
from expensive brand.
2.2 Information Research

Information Research is when a consumer searches for internal and

external information. Information research can be categorized as internal or external
research. Internal research refers to a consumer’s memory or recollection of a product,
oftentimes triggered or guided by personal experience. This is when a person
tries to search their memory to see whether they recall past experiences with a
product, brand, or service.

External research is conducted when a person has no prior knowledge

about a product, which then leads them to seek information from personal
sources, public sources or marketer dominated sources especially when a person’s
previous experience is limited or deemed inefficient.

Before a purchase from Burberry brand can be make, consumer have make
some external research to know more about the product. From Burberry.com
site, which is Burberry official website, consumer can get many information
about the product. That website introduce varieties of product for different
gender and different generation. Burberry’s fragrance, one of the product that
consumer can buy from Burberry that have choices. Although Burberry sell many
fragrance, but consumer can know the different between each fragrance. So,
consumer can make a choice based on consumer preference.

Other than Burberry website, consumer also search for information from
blogs, other websites and also their social media such as Facebook, Twitter and
Instagram. From this social media, consumer get to read the reviews and
feedbacks from other consumer. At their social media, consumer can know
when the consumer give a feedback about something product, Burberry give a
fast response or not. Consumer did not to worry that if consumer ask any
question, Burberry will response fastly.

2.3 Evaluation of Alternatives

Evaluation of alternatives is when the consumer evaluates all the

products available on a scale of particular attributes which have the ability to
deliver the benefit that the customer is seeking. Once it has been determined by
the consumer what can satisfy their need, they will start seeking out the best
option available. This evaluation can based upon different factors like quality,
price or any other factor which are important for consumer.
 In this stage, consumer evaluate fragrance from Burberry with other fragrance
from different brand. To make an evaluation, the information research stage
become important in this stage. This is because consumer have make their
research of information and gather as many as information about Burberry. Based
on reviews from other consumer, make comparison and lastly consumer choose
fragrance from Burberry.

Although there are many expensive brand like Chanel and Hermes that
sell fragrance, but consumer preferred to buy fragrance from Burberry. Their
fragrance that focus more to women make the scent of fragrance more feminine. The
fragrance’s price from Burberry is affordable to consumer. So, consumer can
make a purchase of fragrance with affordable price.

2.4 Purchase

During the purchase process, the consumer may form an intention to buy
the most preferred brand or product because consumer has evaluated all the
alternatives and identified the value that it will bring.

From the need recognition, information research and evaluation of

alternatives, consumer make the purchase of Burberry’s fragrance. Before consumer
make a purchase, there are several factors that must be decide which are whether
to buy, when to buy, what to buy, where to buy and lastly how to pay. From the
information about Burberry that consumer have collect and read, consumer decide
to buy a product from Burberry. From women category, consumer choose to buy
fragrance which is My Burberry Blush Eau de Parfum.

“A fruity floral Eau de Parfum with a sparkling twist .The fragrance opens with glazed
pomegranate and vibrant lemon. Delicate rose petal notes are lifted with crisp apple, while a base
of jasmine and wisteria round off the scent for an intensely feminine touch”. Consumer like
a fragrance that smell based on fruity and that is the main reason that consumer
choose this fragrance. Consumer can get this fragrance from online from their
official website after consumer click the product and after that make a
payment.
2.5 Postpurchase Behaviour

Postpurchase behaviour is when the consumer assesses whether he is

satisfied or dissatisfied with a purchase. This can greatly affect the decision process
for similar purchase from the same company in the future. If the consumer is
satisfied, this will result in brand loyal, and stages of information research and
evaluation of alternatives stages will often be fast-tracked or skipped
altogether.

After purchase stage have been complete, the final stage of consumer
decision making process is Postpurchase Behaviour. Consumer is satisfied with
the Burberry product. The shipping that only take 1 or 2 days to ship and the
Burberry that has a low return rate. If the product have a problem, consumer can
return them to Burberry with no additional shipping cost. It because from
Burberry return policy, Burberry give to their customer free shipping on every
return within 30 days of purchase. From this policy, consumer did not need to
worry if the product is damaged within 30 days from days of purchase and
can return back to Burberry without shipping cost.

Other than return policy that consumer satisfied, the product which is
fragrance that customer purchase fulfil consumer expectation. The smell that lost
lasting and the fragrance scent that is fruity floral. Their product that arrive at the
good shape and the quality that meet consumer expectation. It make consumer to
give positive feedback.
3.0 CONCLUSION

Consumer have several needs in which they may not be sure, so the reason why
a consumer decision making process is needed. Consumer make a decision based on five
stage which are need recognition, information research, evaluation of alternatives,
purchase and postpurchase behaviour. It also include social, personal psychological,
cultural and status in determine decision making. All the consumers have their own needs
in their daily life and these needs make them make different decisions. Understanding
the consumer decision making process and utilize the theories in practise is
becoming a common view point by many companies and people.
 REFERENCES

AA (Ahsan Ali) Shaw. (2018, September 6). Consumer Decision Making Process.
Retrieved April 30, 2020, from https://www.marketingtutor.net/consumer-decision-
making- process-stages/

John Dudovskiy. (2013, July 6). Consumer Decision Making Process: a detailed
analysis.
Retrieved April 30, 2020, from https://research-methodology.net/consumer-decision-
making-process-a-detailed-analysis/

Rodrigo. (2012, November 15). “Buyer behaviour: The consumer decision-making process
and purchasing a car”. Retrieved April 30, 2020, from
https://writepass.com/journal/2012/11/buyer-behaviour-the-consumer-decision-
making-process-and-purchasing-a-car/

Wikipedia. (2020, May 8). Burberry. Retrieved May 8, 2020,

from https://en.wikipedia.org/wiki/Burberry

Will Kenton. (2018, April 18). Luxury Item. Retrieved April 27, 2020,
from https://www.investopedia.com/terms/l/luxury-item.asp
APPENDIX

Picture 1: Website Burberry.com

Picture 2: Official Burberry Facebook

Picture 3: Official Burberry Instagram

Picture 4: Official Burberry Twitter

 Picture 5: Burberry Magazine

Picture 6: Feedback consumer about Burberry