Ch. 6 - Consumer Decision Making

Mignon McLaughlin, an American journalist, once said, “Women usually love what they buy, yet hate two-thirds of what is in their closets.” 

Consumers are probably the pickiest group of people aside from a child who doesn't want to eat their vegetables.  Therefore, retail companies must focus on how to make their customers feel satisfy during and after their decision-making process.

Forever 21's target market are women from ages 18-34, and it's a difficult task to keep up with their taste. Most women shop for more wants than for more needs, which is why they're considered to be shopaholics. Shopping online is the easiest way to buy products, and while surfing Forever 21's website, consumers tend to look over reviews prior to purchasing products. Customers want to know if the product they love is worth buying. Nobody likes reading bad reviews, however they must look at the alternatives; What other product can I buy that is similar to the one I wanted?

Walking into the store, customers will usually be in groups (family/friends) because they help each other make decisions on what to buy. The opinion of family/friends helps customers feel content in what they choose to buy. Another way of communicating in a store is a face-to-face conversation with a salesperson. Customers immediately depend on a salesperson because they know more about the products in the store and what is more likely recommended for their taste.

Retail stores are always updating their products due to seasonal changes and/or new trends. Forever 21 must present different kinds of clothing collections in a way that the consumer will appreciate and be willing to try it on in a fitting before buying it. Even though most women go inside the fitting rooms, Forever 21 does not despise transgender women:

 "In most stores, there aren’t women’s or men’s fitting rooms, the fitting rooms are for both men and women. If someone’s transgender, yeah that’s totally fine, yeah it’s totally… there’s no preference. If someone wants to try on clothes you can try them on. There’s no discrimination against anybody.”

Shopping at Forever 21 always becomes a personal journey for friends and family. It is a consumer's personal decision to choose to go to Forever 21 rather than H&M. The environment, the staff, the affordable prices, and, unique styles are what encourages consumers to express their individuality by making the right choice. The most popular place consumers love to express their individuality is on Youtube. In their videos, consumers will create a bunch of hauls- a shopping spree of  purchased products.