Chapter 6. Consumer Decision Making

What drives the consumer to purchase a Louis Vuitton product? As the president of the parent group LVMH said  “a truly unique concept that allies shopping, luxury, leisure, art, and culture”. Louis Vuitton is the most recognized luxury brand in the world, with 20 millions sales more than its competitors Louis Vuitton stands as the top of the evoked set in consumer mind.
When purchasing a Louis Vuitton product, consumers are driven by social factors, cultural factors, psychological factors and individual factors. The external stimulus of the consumers comes from a wide range of factors such as the continuous innovation of the products. Louis Vuitton has added ready to wear line, fine jewelry, watches and shoes to its collections. Along with the innovation of the products the company has adopted the new technology. The Mon Monogram application allows the consumers to customize their products. Louis Vuitton advertises its products through multiple channels, from print advertising to commercials, billboards, magazines and social media. The nonmarketing-controlled information source comes from hundreds of blogs, and review websites where people talk about the brand, lifestyle-related posts help associate Louis Vuitton with elite culture are successful in driving purchase discussion. When considering of purchasing a LV's bag the consumer is affected by conscious motives such as the high quality of the product that performs well, friends, colleagues or acquitances that already have a LV's bag, and limited edition make it more fashionable. The Latent motives are:

The bag will demonstrate that the consumer is successful, fashionable and elegant.The shopping experience, the feeling of being important and the long-lasting products make the consumer come back to the brand.
Louis Vuitton continues to collaborate with many artists, celebrities and sports figures the long list includes Bono Vox, Scarlett Johanson, Micheal Phelms, Madonna, Yayoi Kusama.