Chapter 6: Consumer Making Decision

A Consumers decision making is based on many aspects in their life. There are social factors that have an influence that stem from our families, cultural factors that stem from our values and social class. Individual factors such as self-concept and lifestyle, Psychological factors in which we hold our beliefs and attitudes to influence our decision making while buying any product. When deciding to buy a product we tend to attach different involvements towards our final decision. Such as emotional or situational involvement towards a certain product or brand. 

Opinion leaders are people who greatly influence others, they are either made by companies or sought out to promote on a national level. These individuals give their insight on a specific product/company and with that a consumers decision is influenced as well. Miranda Kerr has been the face of Swarovski Crystals since 2013, the supermodel is idolized in many countries around the world, she has recently outdone herself again by releasing a campaign for Fall 2015 season. She’s posed in casual Swarovski clothing and complimentary bling to go along with it. 

Miranda is active on social media thus further promoting her endorsements with Swarovski. She quoted “I pair a statement piece such as a great cuff or ring with my favorite jeans and T-shirt or maxi dress, and then for the evening I build on the piece by adding a complementary necklace or earrings. Swarovski has a wide range of easy-to-wear jewelry pieces and accessories to highlight personal style, add sparkle and a touch of glamour to any look.”

Crystals have always been a main component in Swarovski. Consumers who admire celebrities tend to create a relationship with them thus following any steps that they take in ways to style themselves. While the companies are establishing a strong bond with the consumers themselves, this leads to a chain reaction with consumers constantly, consuming. 

Rita Ora a British singer and actress also promoted Swarovski on her Instagram account. By uploading a picture her nails with Swarovski Crystals designed on them. Although she has no alliance towards Swarovski Crystals 

Teens and young women who look up to her will become interested in the company and begin to research about the products or company. This will create an emotional involvement, where a consumer might discover a product they are touched by and later decide to purchase it.