Case Study Of TAG Heuer

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The most challenging concept for marketers to identify and understand is what consumers buy and don 't buy and why and when they buy the product. It is a critical part for marketers as it helps them to identify what is important to the consumers and what influences their purchasing decisions. Consumer Behaviour is the behaviour that consumer’s display in searching for, purchasing, using, evaluating and disposing of the products and services that they expect will satisfy their needs. (Schiffman et al. 2014, p.4). In order for brand to understand the consumer behaviour they need to answer the following questions: how consumers think, why they buy it, how often they use it, what they buy, how often they buy it and how they dispose of it. Via examining the five stages of consumer decision making process and the internal factors the influences consumer behaviour TAG Heuer can learn how to improve its marketing strategy to create a need, strengthen their relationship with customers and therefore ultimately increase sales. …show more content…
It also market eyewear and mobile phone manufactured under licensed but still carry out the Tag Heuer name. Founded in 1860 by Edouard Heuer, Tag Heuer began as Uhrenmanufaktur Heuer AG before being purchased the TAG Group (Holdings). This is the Heuer brand become TAG Heuer, which is now a goods conglomerate of LVMH Moet Hennessy.

As the purchase is the only visible part in a complex process created by the consumer for each buying decision they make, it is vital for companies to analyse and understand the stages that lead to that purchase. Developed by Engel, Blackwell and Kollat in 1968 the consumer buying decision process involves five steps: Problem/need recognition, information search, evaluation of alternatives to meet this need, purchase decision and post-purchase behaviour.


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