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Logbook toepassing OE104: Consumer Behaviour Inholland Marketing 3e jaar

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Hogeschool InHolland (InHolland)

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Consumer Behaviour

Logboek toepassing voor het vak Consumer Behaviour in het 3e leerjaar van de AR Marketing. Tijdens deze toets mag je jouw logboek meenemen. Een goed logboek is cruciaal om dit vak te halen. Dit is het logboek wat ik meenam. Mijn merk was Christian Louboutin. Alle tentamenstof is toegepast op dit me...

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Logbook Consumer Behaviour – Exam 31 March 2023
Laura de Haan, 672067, ALBSMAVT3A
Arlette Brink van Weersel
Louboutin, womens shoes

1

, (Experience marketing p. 3), (Involvement p.3), (Stages decisionmaking process p.3), (Disposal goods p.4),
(Shopping motives and shopping behaviour p.4), (Conditioning p.4), (Gestalt p.5), (Memory p.4),
(Perceptual mapping p.5), (Retrieval, social learning p.6), (Attitude p.6), (Balance Theory p.6), (Planned behaviour
p.6), (Compensatory models p.6), (Self and brand personality p.7), (Maslow p.7), (Reference groups p.7), (Social
power p.8), (Digital consumer p.8), (Gamification, p.9), (Sustainable marketing p.9), (Trends in consumer behaviour
p.10), (Acquisition behaviour and behaviour change p.10), (Culture p.10).

Trends influencing buying behaviour
Sustainability is increasingly important to consumers. When a consumer buys shoes, especially expensive shoes such
as those from Louboutin, they find it important that these shoes last a long time and are made from sustainable
materials.

What are the future trends that are most important for your company?
Future trends I think that are important for Louboutin, is giving the customer an experience. They do this already in
the store, but It’s going to be more important that they also do this with the online purchases for example.

How will digitalization influence the decision-making process for your brand/product?
I think de buying process of shoes will change, but not as much as for clothing. With clothing and accessories, I think
in a couple of years you can try it online by using your camera. For shoes that is more difficult. With a shoe you
sometimes really must try them out and feel how they walk. I do think it is going to be even easier to try shoes out at
home. I think the shipping of products will only get faster and faster and the returning of the wrong size will even get
easier. It is going to be easier to buy shoes in three sizes for example and try them out at home and then return the
sizes that don’t fit.

Explain the difference between the automatic and reflective modus in relation to your shopping good
I think the most customers are in reflective modus when they are shopping at Louboutin. Louboutin is not cheap, so
you’re probably thinking twice about doing a purchase. I think the most women who buy these shoes are already
thinking a long time about buying this shoe.

Sustainability
Is sustainable consumption a challenge for your company’s business model?
I do think so. Clothing, shoes, and other types of textiles are very bad for our environment, so Christian Louboutin
has to learn and do more about sustainability.

Explain if and how your company are approaching sustainable consumption?
Louboutin does not say a lot about sustainability. They do always tell that their shoes are high-quality and will last a
lifetime. In an interview Christian said that he wants to be sustainable before he just says that he is on their website
for example. Also, the company talks about how a good pair of black heels can go with every outfit, so it’s not always
‘more is more’, but ‘less is more’ if you invest in a good pair of black (Louboutin) heels. This is also sustainable
consumption.

Louboutin does pay attention to sustainability but does not want to show it off and use it as a 'marketing trick'.
Therefore, they don’t have a rapport on their sustainability on their website for example. Louboutin stands for
quality shoes and thinks that if you have to cut down forests to make vegan leather, you're still not doing it right.
The SDG’s that could be important for Louboutin are;
1. No poverty (this mainly applies to the employees who manufacture the shoes. I don't think many of the
other SDGs tie in with Louboutin.

In what extend is sustainability a mover for you to choose for Louboutin?
It is not. Of course, it is important that if you buy a shoe for this amount that it lasts a long time, but it’s not
important for me that the material is recycled or so. The quality is important, but not the main factor to buy.

How does your brand compare on sustainability against competing brands?
Louboutin doesn't say much about their own sustainability. Competitive brands such as Yves Saint Laurent and
Chanel do. YSL talks about sustainability on their website and highlights this in detail. Chanel also has a sustainability
report and, for example, communicate about their goal to reduce their emissions.

Marketing things
2

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