CHAPTER 6 - Consumer Decision Making

In retail fields, consumers are always the prior influence to the company. No matter how superior and extraordinary the firm's products are, the ultimate success is by attracting consumers to give up their money in order to obtain the products and meeting the need of that group's satisfaction, that is  Target Marketing.  What strategies does Cartier has implemented to define their customers’ decisions to purchase the high-priced Cartier products? We will reveal them soon after the studying of this company.

Cartier has established a prestigious top rank luxuriant jewelry brand. According to the Luxury Daily’s website, Cartier is crowned as the year for the use of multichannel campaigns that keep up its mystique in the eyes of truly affluent consumers and lure those who aspire to be part of the brand in 2012.

As we all known, pursuing fine jewelries has always been part of wealthy people and celebrities’ life. Whenever there are ceremonies or shows coming up, jewelry is always the main concern to them. In fact, it’s just presenting their personal wealthy elegant status to the public. However, those public figures’ money is either spending on Cartier, or the others. Cartier broke an abbreviated version of its “L’Odyssee de Cartier” film in March on primetime networks, likely to serve as an acquisition tool for aspirational consumers. It was not afraid to flaunt its history, traditions and craft through accessible channels to attract newer customers to the fold.

The campaign was also spread via Cartier’s Web site, online magazine and social media. In recent years, the internet media Facebook has been widespread all over the world. Cartier has published their official site on Facebook to the admirers. The page shows the company events, promotion photos from all different countries, even videos, and so on. As I see in their site, there are a lot of customers’ positive reviews and admirations toward the company.