Ch. 6 - Consumer Decision Making

A major component in Chapter 6 is the consumer decision making process. It is suggested by researchers that customers go through a 5 stage consumer decision making process when making or seeking a purchase. The 5 steps in that process are 1) Need Recognition/Problem Awareness 2) Information Search 3) Evaluation of Alternatives 4) Purchase 5) Post Purchase Evaluation
Here is how Luxottica executes each step of that process.

1. Need Recognition/Problem Awareness: The eye wear industry is one that wont go away as long as people have eyes. Some people need to wear glasses, sunglasses or sports eye wear. Other people may just want to use eye wear for style and fashion. Whatever the case may be, the first step for the consumer in terms of Luxottica's business is the consumers recognition for wanting/needing eyewear.
   
   
   
   
2. Information Search: This is usually classified as an internal or external research, depending on the consumer. The internal research is solely based upon one's memory of a product or the recall of past experiences with a product. If there is enough internal research the consumer may just proceed with the purchase. If that isn't the case, consumers then rely on external research. External research is usually when the consumer has little or no recollection about a product. The consumer then seeks informational sources, such as, word of mouth, public sources, or marketing from the production company. Luxottica handles this step with its ownership of its eye wear retail chains Pearle Vision and LensCrafters. When someone is in need of purchasing glasses and needs more information on which glasses they need, they go to the eye wear store. Luxottica sells their glasses through their own eye wear retail stores all across the globe.
   
   
   
   
3. Evaluation of Alternatives: At this stage in the consumer decision making process the consumer then gathers all sources and possible products that will ultimately benefit their needs best. Luxottica is the market leader in eyewear. They hold a huge portion of the market and pretty much any purchase you make when purchasing eye wear you can pretty much guarantee they may be more than likely on the receiving end of your purchase. If a consumer goes to LensCrafters, and makes a purchase of glasses that aren't made by Luxottica some of that money is already contributed to them, just from purchasing through their store. Luxottica has many licensing deals with different brands so regardless of what eye wear product you choose you most likely will be purchasing their product regardless of the various options you see available.
   
   
   
   
4. Purchase: In this stage the consumer usually has the information and sources needed to finally make a decision in its purchase. Most of the time the consumer has an intention of purchasing a premium brand. Brands provide a sense of security in knowing that the product you purchase from said brand is premium and of high quality. Luxottica deals with this by continuing to make agreements with many of the top brands in the world today with licensing deals to make, produce, and distribute eye wear for.
   
   
   
   
5. Post Purchase Evaluation/Behavior: The final stage in the consumer decision making process in which the consumer determines the satisfaction after the completed purchase. Luxottica feels they make premium quality eye wear for all. They are confident you will enjoy your purchase and if you feel you made the wrong purchase you can return the product within 30 days in a “no ifs and or buts” type of return policy. That goes for all their retail chain stores/franchises. They go a step up in their retail sunglass chain Sunglass Hut and provide you with “free and easy returns for 90 days”. “Sometimes things just don't work out. And we totally understand. So if you're not thrilled with your purchase, you've got 90 days to return it for either a full refund or an exchange.”