chapter 6 : consumer decision making

Consumer decision making is a very important part in the marketing mix.  It is important to understand what they consumer wants and what they will do to fulfill that want.  Young women have a certain want.  Their want is to be in style and be fashion forward.  As a result Steve Madden offers a vast line of products to help women fulfill their want to be fashion forward.  Hand bags, shoes for every occasion, sun glasses, accessories like scarfs, gloves, and apparel.  They also understand that young woman like convenience.  all these products offered can make Steve madden a one stop shop for many consumers.  These young woman can be either extremely fashion forward researching new trends in magazines and looking for the new styles.  The steve Madden web site even has a "shop trends" so that woman can see all the styles that are similar to those in the latest fashion magazines.  Other women come to shop to find things of their own personal styles.  These young woman become very satisfied with buying the product offer because of the price and quality.  One would not expect a shoe that cost 100 dollars to last like a jimmy choo shoe would but they find that steve madden shoes are of a lasting quality.  Steve Madden understood that they were not capturing women that were closer to their 30's.  women this age like to be more sophisticated then funky.  Understanding that Steve Madden opened up a new shoe line called Steven by Steve madden.  The name itself seems more sophisticated and upscale.  They have a blog which influences a lot of the people of today.  Many people spend their time making blogs to gain information about current things. The opening of the men line is to attract more male costumers.  Mostly gay males purchase the shoes from Steve Madden because the store is so well known as a woman's shoe store it scares some men from going in.