Executive summary
Burberry is a fashion industry based in the UK that produces wear accessories such as coats, suits, trousers, and leather products such as shoes. Burberry started its operation in 1856 in London. The growth of Burberry came during the First World War when its wear accessory became common in the military. The primary product that Burberry specializes in was trench coats that were used by the army during winter season. It is by this that trench coats became more common in the UK, and this made millions of people have them to accomplish their fashion needs. Burberry aims to increase the market of trench coats in and out of the UK. The focus is to make customers buy trench coats that are essential in the winter season as they are warm. To understand how consumers decide to purchase such wear, this discussion will use several models to come up with factors that influence customers buying behaviors. In this case, the study will concentrate on Engel, Kollat, and Blackwell (EKB) model and the impact it has on the fashion industry in the UK. This model describes decision-making processes and how consumers decide on products and services at their disposal based on alternatives available in their list. EKB model consists of five steps that consumers follow when making their decision concerning products or services they can consume. In addition, other models will be used to help develop measures that Burberry can adopt to improve the sale of its trench coats.
1.0 Introduction
Consumer behavior is termed as a complex decision process that involves several activities when people are deciding on what to buy and consume to satisfy their needs and desires. Several factors influence consumer behaviors, and this significantly determines the preferences and desires they have in their hearts. To understand how consumers reach their decision on products and services to consume, several models have to be understood. In this case, the study will concentrate on Engel, Kollat, and Blackwell’s (EKB) model and how it can be applied in the UK fashion industry. This model describes decision-making processes and how consumers decide on products and services at their disposal based on alternatives available in their list EKB model consists of five steps that consumers follow when making their decision concerning products or services they can consume. In addition, the discussion will also use other models such as Maslow’s hierarchy, motivation and consumption motive, sensory stimuli, diffusion of innovation, and brand loyalty theories. The UK fashion industry comprises several industries that offer different types of fashion products, from shoes, clothes, and other wear products. In addition, several big players in the market offer competing products, and each have to come up with sales strategies to win customers. Some companies in the Fashion industries include Burberry, Next Plc, Mark & Spencer, and ASOS. The following discussion will explore how the consumer behaviors model can be applied in Burberry to enhance their sales of trench coats in the UK and other countries.
1.2 Burberry
Burberry is a fashion industry incorporated in the United Kingdom with its headquarters in Westminster, London Burberry was started by Thomas Burberry as a small clothing store in 1856 (Zozulya et al., 2015). To diversify in different markets, in 1879, Thomasin opened another branch in Haymarket and introduced different waterproof fabrics to increase the market share. According to Zozulya et al. (2015), Burberry started to grow in the market effectively in the 20th century with the introduction of trench coats that captured the heart of many people due to their uniqueness. Trench coats became more popular as it was used by the militaryin Second World War during winter, and this made many people in Europe adopt them, making Burberry the best brand producing clothes and different garments in the United Kingdom (Zozulya et al., 2015). To diversify in different market, in the 1970s, Burberry give contracts to different manufacturers to produce different products and sell them in different markets but with strict controls from companies headquarter. The franchise led to the growth of Burberry worldwide as this increased sales and led to an increase in revenue. Currently, Burberry is the best and most prominent brand in the fashion industry in the United Kingdom, with a capital of 10 billion dollars. It produces a wide variety of fashion items such as suits, trousers, sports wears, and other accessories for men, women, and children (Zozulya et al., 2015). To maintain its market share in the market, Burberry must ensure it understands consumer behaviors and produce goods to meet their desires and needs. This discussion will explore how Burberry can apply the consumer behavior model by Engel, Blackwell, and Kollat to win the market and increase its sales of trench coats.
2.0 Consumer Behavior Models
Consumer behaviors models describe how consumers’ emotions, attitude, and preference affect their decision to purchase and consumption of goods and services. Engel, Blackwell, and Kollat’s model will guide this study, and other different models will be used to support measures that Burberry will use to improve the market of their trench coats. Engel, Blackwell, and Kollat’s model was developed in 1968 to explain how consumers of goods and services decide on what purchases and what not to purchase (Zhang et al., 2020). The model has critical stages that are related to the psychology of consumers and factors that help them in making buying decisions. In addition, the model analyses the behaviors of customers that shape the market of different goods and services that are offered in the market by different suppliers. The critical stages of Engel, Blackwell, and Kollat’s model include the input of information, information processing stage, decision-processing stage, decision variables stage, and external factors stage (Zhang et al., 2020). For Burberry to win the market, it must understand the concept of consumer behaviors and their impact as explained by this model and other models such as Maslow’s hierarchy, motivation and consumption motive, sensory stimuli, diffusion of innovation, and brand loyalty theories. Through Engel, Blackwell, and Kollat’s model will be able to advise Burberry on how they can accomplish their mission to get market for their new and existing fashion products.
2.1 Information input stage
The information input stage is where companies release necessary information that triggers the mind of the customers (Wani, 2019). This information helps the consumers in deciding whether to purchase the product or not. In addition, Maslow, when developing his theory of individual satisfaction, he narrated the importance of individuals getting all their needs satisfied, and in this case, the customer’s need is to get information that is essential about the market. Burberry fashions must ensure they feed customers with the information necessary about the kind of fashion wears they have, and the one they are about to produce trigger people to think of the need for fashion. Some ways that the company can feed its customers with information are through promotion on media platforms such as television, and social media, for example, Facebook, Twitter, and Instagram. In addition, Burberry can develop fliers and distribute them to core market areas to let the customers know the crucial features of the trench coat. Burberry must understand the current market is defined by how customers behave and must invest heavily to ensure they win the customers by giving them the necessary information that helps them decide to groom themselves with trench coats from Burberry.
Another different way of feeding customers with information about the coat available is by feeding the company website with the necessary information that different customers are looking for (Wani, 2019). For example, Burberry can ensure that all types of trench coats are listed on their website with their prices and the stores where they can be found. By doing so, a person interested in grooming himself will have an easier time getting all the information he needs as it is readily available on the company’s website. Also, Burberry can partner with different fashion magazine companies and get a section in the magazine where their coats with be featured in all the magazines published in the UK, and outside the UK Such a move will allow those who are interested in fashion and design to get information about the unique trench that Burberry is selling, which can fit their fashion needs When buyers get the data required about such a product they feel satisfied and are likely to decide to purchase the item from the seller who has all the relevant information available, as customers are likely to have trust in the company’s product.
2.2 Information Processing
The information processing stage has several styles that customers gain through experiences that took place in the past. The styles provide the benefits and disadvantages related to certain decisions (Prasad & Jha, 2014). These styles help evaluate the best alternative before deciding to buy a particular good or service.
First, a conscientious style is a stage customers have to ask different questions to decide on a specific commodity they aim to purchase. Companies have to come in a way that can answer customers’ questions to help them understand why they consume their goods or services (Prasad & Jha, 2014). For example, Burberry should have a robust customer support system that operates 24 hours to answer different concerns that customers are interested to understand. By doing that, customers will have an easier time processing the information and, in the end, faster their decision whether to buy the merchandise or not. In addition, Burberry can have a comment section where different can comment on how the commodities they bought served their purpose. Such a platform will act as a source to answer different questions in the mind of the person who is in the decision process. This action will increase their sales of trench coats since they are showing concern to t buyers through supportive customer service.
Second, according to Prasad and Jha (2014), the consultative style is where the consumer finds himself in a dilemma when deciding between alternatives that serve his needs. People often find that different goods can satisfy their needs, but they must choose one. For example, one may find him in a dilemma of whether to buy a tailored trench coat from Burberry or get one from a nearby tailor. To convince the individual on which way to go, Burberry must ensure that information provided concerning their coats on the company’s website has given the advantage of buying readymade clothes that are well designed with the latest technology. Such a source will make buyers decide in favor of Burberry.
Third, the imaginative style stage is where a person process information based on his imagination of experience. Primarily, such decisions are based on what he has seen or heard concerning the problem he may be having or the need he wants to satisfy (Prasad & Jha, 2014). Burberry must ensure that they feed the market with information about the product they produce to get into the mind of every person. By doing so, when consumers are in the process of imagining which coat they should buy, they will choose one from the brand that is in their mind. By that, Burberry will make a sale that, in one way, contribute to the company’s revenue.
Forth, the constructive visual style that makes a person make a decision based on what they see. In many cases, people are triggered to buy some item seen in the market as the commodity attracts them (Prasad & Jha, 2014). Burberry should position its store in the street where it will attract customers and trigger them to buy such coats due to its display. In addition, fashion attracts people of all ages. Burberry must ensure that they advertise their trench coats on all platforms where people interact through billboards and social media to attract people interested in purchasing different designs they saw in those advertisements. The billboards can be installed on all streets in London and other major towns in the UK.
Fifth, logical style is based on what makes sense when making a decision. It has all the relevant facts concerning the commodities one wishes to buy from the market. In many cases, customers buy from a vendor who can convince them with facts relating to the product they want to consume (Prasad & Jha, 2014). For Burberry to win the market, they must ensure they provide customers with all facts concerning their product to convince them to buy. For example, during winter, Burberry can give all the benefits of their trench coats through advertisement, and this will make customers think of buying them to keep themselves and their families warm.
2.3 Decision-making process
The decision-making process is the central focus of the model as it gives five critical process stages. After the information is fed and processed in the mind of the consumers of fashion commodities, a decision must be made based on the problem or the need they may need to look for solutions (Stankevich, 2017). Consumers follow different process stages, which assist them in deciding on the product or service they require. Those stages are problem recognition, information search, alternative evaluation, purchase decision, and post-purchase evaluation. These stages offer a unique guide to consumers of goods and services in determining what is best for them when making their buying decision. Individuals can get services that suit their needs and preferences by making the right decision.
2.3.1 Problem recognition
When people are fed with information about different commodities in the market, the urge to satisfy different needs arises, and a decision has to be made on how to satisfy that particular problem (Stankevich, 2017). For example, after viewing the advert for different wear, people recognize the need to buy some clothes or shoes that will fit their fashion needs. It is for this reason that Burberry should ensure that they understand how to trigger individuals to think of the need to have different colors of a trench coats for different occasions. In this case, the company can launch a campaign to educate people importance of fashion through different platforms such as social media and television as a way of letting people recognize the need for different clothes and shoes for a different event they may be attending, like dinner, wedding, clubbing, gaming and church services. Such action will make more people think of buying different colors of trench coats that they can wear to match the event they are attending. In the end, Burberry will make sales out of such campaigns, leading to revenue growth.
2.3.2 Information Search
Information is an essential tool in marketing as it influences customers to buy or not buy certain goods. Every person always looks for specific specifications from the product they wish to purchase (Stankevich, 2017). When coming to fashion, ladies, for example, are always from brands that consider luxuries in the market, and this will make them look for any information to make them understand how the product they want to buy will fit their tastes and preference. For Burberry to win the market in the UK and outside, it must ensure it puts all relevant information available and accessible so that customers who are searching for information relating to this coat will get it without hustle. Some place where Burberry information can be made accessible is Facebook, Instagram, fashion magazines, and the company website. This information will help the consumer in making a decision on which consume they want to buy. Also, such a move to make all information available will help Burberry in achieving its goals of reaching new markets and increasing sales of its trench coats.
2.3.3 Evaluation of alternative
In the current market, several suppliers offer similar commodities that serve the same purpose, making it hard for people to decide which supplier they will buy from. In most cases, customers will buy from a company that can convince them about the quality of their goods and how they will satisfy their needs (Stankevich, 2017). In the fashion industry in the United Kingdom, several players offer the same wear accessory. For Burberry to win the market, it must ensure it has come up with the best strategy that can be used to convince customers that there is no other alternative but Burberry. By doing so, many people have no choice but to purchase their wear accessories from the Burberry fashion industry. In addition, Burberry can different types of trench coats to offer an alternative to prevent customers from seeking an alternative from other suppliers and manufacturers in the UK. Such action will ensure that Burberry has retained its customers.
2.3.4 Purchase decision
Purchase decisions are based on the price, quality, and satisfaction level of the product or service one wishes to purchase Eventful fashion is considered a luxuries need; people always look for what they can afford. For Burberry to be a company of choice when customers are making the decision, they must offer affordable prices. Also, while categorizing the products they manufacture, they must consider quality and price to win interested parties to make purchase decisions easily and buy from Burberry.
2.3.5 Post-purchase decision
The post-purchase decision depends on the satisfaction level, and service one was offered by the seller, which acts as motivating factors for customers to come back. Based on services, an individual may decide to stick to that supplier or change and look for another brand that may serve him better (Lawson, Gleim, and Hartline, 2021). Therefore, Burberry must be in control of excellent customer care service, which will attract customers to come back. In addition, the company should ensure that the trench coats produced are of quality to meet the satisfaction level of customers (Yang, Song, and Tong, 2017). Such measures will make people loyal to Burberry as a brand and always purchase from their stores across the country. Also, Burberry can introduce after-sales service to gift customers who purchase more than twice from any of their stores. This initiative will automatically influence people to make a post-purchase decision in favor of Burberry and give more refers to other people who are interested in buying trench coats.
2.4 Decision process variables
Different purchase decisions are influenced by factors that have positive or negative impacts. Mostly, factors that influence individual purchase decisions are psychological, such as attitude and emotional status (Lawson, Gleim, and Hartline, 2021). Therefore, Burberry must ensure it attacks the mind of the people to convince them to purchase its products. For example, in the festive season, Burberry should come up with offers such as gift hampers and discounts on trenches to attract more customers to purchase from their stores. In addition, Burberry should design adverts that can give customers a positive attitude toward the commodity. According to Lawson, Gleim, and Hartline (2021), if the company makes customers have a positive attitude, more will not look for any alternative when the need for a product arises, but what is their mind?
2.5 External influences
Different environmental factors influence how people make a purchase decision. Such factors include social influences like culture, class, and family (Gujjar, 2013). It is the company’s responsibility to ensure they accommodate people based on social class Burberry can offer different packages for different classes of people to ensure they win every customer based on his status. In addition, Burberry should come with a family package to accommodate parents who may like to purchase coats in bulk for their children and other family members.
Conclusion
The above discussion has shown that for Burberry to win the UK fashion market, it must ensure it apply all concept of the Engel, Kollat, and Blackwell model. The model comprises five different stages which help an individual in making a purchase decision in conjunction with other models such as Maslow’s hierarchy, motivation, and consumption motives. It can be noted that for Burberry to be able to increase its sales, it must ensure the wear accessories produced are of quality and affordable. In addition, it can be noted from the study that the UK market has a massive market for trench coats, and Burberry must ensure it markets its product across all platforms to reach many customers who might be looking for a well-designed trench coat.
Recommendation
From the discussion, it can be recommended that Burberry should integrate more methods of advertisement, which can help the company reach more people and trigger them to purchase trench coats. Also, Burberry should come up with ways to convince customers that their trench gives the best look in a fashion that anyone is looking at all over the world. In addition, it can be recommended that Burberry increase customer services which will make people keep buying from this brand.
References
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