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Consumer Behavior Case Consumer Behavior Case Study: Tudor FashionsStudy: Tudor Fashions
Shilpa Gautam (09BM8085)& Amit Sarangal (09BM8082)
Ques1: What kind of information Ques1: What kind of information was the basis for CEO’s decision was the basis for CEO’s decision about Tudor Shoes?about Tudor Shoes?CEO was measuring consumer attitudes by
Observation of Behavior.
ResultsResultsAbove changes resulted in change in
consumption pattern of product i.e. Tudor shoes
CEO related this change in consumer behavior with declining sales over past 2 yrs
Decided to move from “high quality – affordable price” to “high price – high quality” image
Though Observation method is usually used to supplement other research methods like (qualitative investigations: focus group, depth interviews, TAT & Attitude Scale)
Ques 2:Analyse the pros and Ques 2:Analyse the pros and cons of Prashant’s decision cons of Prashant’s decision about Tudor Shoesabout Tudor ShoesPros
◦Able to recognize changing consumer attitude, perception and preference
◦Identified the need of changing product range in consensus with all departmental heads
◦Realized that they need to keep pace with the changing trends for future growth
ConsCons
Lost the existing segment – middle class◦ Created confusion among customer about the
brand image◦ Drastic price changes were not accepted by
customersLost the competitive advantage of selling
good quality affordable range shoes Marketing communication strategy was
missing◦ Tried to enter into new market without proper
repositioning effortsPOD wrt premium brands was missing
◦ For premium shoes other brands were recalled, not Tudor
This all resulted into further decrease in market share
Ques 3: Suggest an Approach to change Ques 3: Suggest an Approach to change consumer perception and attitudes consumer perception and attitudes about Tudor shoes.about Tudor shoes.
◦ Inputs to the perception process i.e. the stimuli – Vision & Hearing through marketing communication
◦ The design changes should be such that it crosses the differential threshold but at the same time the price point should not vary to such a large extent.
◦ They can launch new sub brand for high end premium shoes
To Change Attitude◦ Change the criteria for evaluation
Earlier they evaluated on basis of affordable prices and no fuss – elegant shoes for office.
Changing basic motivational function : ◦Emphasis on “Value-expressive” function
Will help consumers illustrate their personality & lifestyle to be in trend with what others are wearing.
◦Ego defensive function To support self concept and be part of the latest
trend of bold shoes
Changing brand belief (as part of altering components of the multi-attribute model)