Introduction
▪ Objective
Our main objective is to analyze, observe and understand how consumers undergo the consumer decision process when making decision to purchase branded merchandise A Chanel Bag. Through a focus group discussion, we will identify the variables that shape consumer decision process and study the variables effects on consumer. Ultimately, we will assess current market plans of Chanel and its competitors, and then make recommendations that will allow Chanel to market their target segment more effectively.
▪ Company Background
The House of Chanel is a prominent Parisian fashion house specializes in luxury merchandises. The Chanel Empire is first brought to light by Gabrielle Bonheur Coco Chanel during the 1910s starting with a small boutique selling ladies headwear. Coco Chanel attained recognition as a pioneering French fashion designer when she took the fashion world by storm and surprise with stylish designs, menswear-inspired fashion and her pursuit of expensive simplicity. Today, Chanel is jointly owned by Alain Wertheimer and Gerard Wertheimer, operating boutiques globally in upscale shopping districts and hosting its runway shows among the greatest fashion capitals. The House of Chanel continues to enjoy international success largely due to the dazzling creations of Karl Lagerfeld since his appointment as the Artistic Director in 1983.
▪ Purpose of report
This report serves the purpose in helping us to gain understanding on considerations and issues that consumers embark on and emotions evoked before buying a Chanel bag. Through the preparation of a detailed consumer decision process for a Chanel bag, it will enhance our knowledge and analytical skills in the subject of consumer behavior applicable in today’s dynamic business environment. It acts a platform for Chanel to develop effective product mix, communications and marketing strategies.
Market analysis
▪ Company
o Strengths
Chanel has always...