Scribd
Upload
1K views13 pages

Consumer Behavior Case Study

The document summarizes a case study on Tudor Fashions consumer behavior. The CEO decided to change Tudor Shoes' image from affordable to premium based on observing declining sales. Groups analyzed the pros and cons of this decision. They proposed changing perceptions through marketing communications and a new sub-brand. The approach suggested targeting attitudes by emphasizing self-expression and social influence to move customers to higher price points.

Uploaded by

Sheel Gautam
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPT, PDF, TXT or read online on Scribd
1K views13 pages

Consumer Behavior Case Study

The document summarizes a case study on Tudor Fashions consumer behavior. The CEO decided to change Tudor Shoes' image from affordable to premium based on observing declining sales. Groups analyzed the pros and cons of this decision. They proposed changing perceptions through marketing communications and a new sub-brand. The approach suggested targeting attitudes by emphasizing self-expression and social influence to move customers to higher price points.

Uploaded by

Sheel Gautam
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPT, PDF, TXT or read online on Scribd
You are on page 1/ 13

Consumer Behavior Case Study:

Tudor Fashions

Submitted By:
Group 2
Aditya Zutshi (09BM8005), Ambuj Agarwal
(09BM8007),
Nidhi Bansal (09BM8028), Shweta Jain (09BM8031),
Shilpa Gautam (09BM8085)
& Amit Sarangal (09BM8082)
Ques1: What kind of information was the
basis for CEO’s decision about Tudor
Shoes?
 CEO was measuring consumer attitudes by Observation
of Behavior.
Results
Above changes resulted in change in
consumption pattern of product i.e. Tudor
shoes
CEO related this change in consumer
behavior with declining sales over past 2 yrs
Decided to move from “high quality –
affordable price” to “high price – high
quality” image
Though Observation method is usually used
to supplement other research methods like
(qualitative investigations: focus group,
depth interviews, TAT & Attitude Scale)
Ques 2:Analyse the pros and cons of
Prashant’s decision about Tudor Shoes
Pros
◦ Able to recognize changing consumer attitude,
perception and preference
◦ Identified the need of changing product range
in consensus with all departmental heads
◦ Realized that they need to keep pace with the
changing trends for future growth
Cons
 Lost the existing segment – middle class
◦ Created confusion among customer about the brand image
◦ Drastic price changes were not accepted by customers
 Lost the competitive advantage of selling good quality
affordable range shoes
 Marketing communication strategy was missing
◦ Tried to enter into new market without proper
repositioning efforts
 POD wrt premium brands was missing
◦ For premium shoes other brands were recalled, not Tudor
 This all resulted into further decrease in market share
Ques 3: Suggest an Approach to change consumer
perception and attitudes about Tudor shoes.
Proposed Approach
To Change Perception
◦ Inputs to the perception process i.e. the stimuli –
Vision & Hearing through marketing communication
◦ The design changes should be such that it crosses the
differential threshold but at the same time the price
point should not vary to such a large extent.
◦ They can launch new sub brand for high end premium
shoes
To Change Attitude
◦ Change the criteria for evaluation
 Earlier they evaluated on basis of affordable prices and no fuss
– elegant shoes for office.
Changing basic motivational function :
◦ Emphasis on “Value-expressive” function
 Will help consumers illustrate their personality & lifestyle
to be in trend with what others are wearing.
◦ Ego defensive function
 To support self concept and be part of the latest trend of
bold shoes
Changingbrand belief (as part of altering
components of the multi-attribute model)
Ques4: Designing Marketing Communication
Objective of the communication
◦ Changing Customer perception and attitude
towards new range of Tudor shoes
◦ Make the middle class aware of the changing
trends and try moving them to higher category
shoes.
◦ Keeping existing customer segment satisfied
 By emphasizing the wide range of shoes & assured
quality and comfort
◦ Adding new customer segment (upper middle
class & upper class)
 Adding “Style” as the dimension with Tudor’s brand
Image.
Target Audience
◦ Middle class (for existing range)
◦ Upper Middle and Upper class (for premium
range)
Communication Medium
◦ Peripheral route of persuasion
◦ Low involvement medium like Television
◦ Prints ads to give snapshot of the range of
shoes and emphasizing the assured quality and
comfort.
Message Content
Launching new sub brand - Premium
◦ Highlight points of difference
◦ Target other-directed people
Creating positive attitude
◦ Communicate knowledge about latest styles, bold
looks and high quality of new range of Tudor
shoes
◦ Increase trial ability at Retail outlets to
communicate quality
◦ Establishing New image of the Sub-brand for
premium range shoes
New range of shoes should come with
introductory offers
Salesforce to be used for imparting
knowledge
Advertisements:
◦ Using advertisements focusing on emotional
appeal
◦ Shoe in the contrast using the figure and ground
theory
◦ Showing a group of office goers wearing
comfortable yet stylish Tudor shoes.
◦ High Frequency of advertisements

You might also like