Chapter 6 : Consumer Decision Making

A consumer making a purchase on a Air Jordan sneaker is either a sneaker head, a fan of Michael Jordan, or just purchased it because they like the shoe.Their are different decisions taken by a consumer for purchasing a Jordan brand sneaker such as, their "Reference group". People can be influenced into buying the product because they want to fit in and that's whats in style. The external stimuli of Jordan brand is strong because of the fan base it has. Consumers look at the sneaker and can purchase it on how it looks or feels on them. Growing up MJ was an idol to allot of people who followed basketball. The type of person that is persuaded into purchasing the shoe is someone who is an up and coming basketball player and buys it because they believe it will increase their game skills, even though it wont. A factor that comes in to play when purchasing a Air Jordan sneaker is a persons social class. People with money are able to buy this expensive shoe retailing from 125-180 $ with ease, but someone less fortunate might want the sneaker but because of their economic status wont be able to purchase it.

In the end the consumer is left with a decision from purchasing other sneakers like Adidas or converse, but Jordan brand is "one of one". The way the sneaker looks and the complements a person gets from wearing a Jordan brand shoe is always a good feeling.