Consumer Behaviour a European Outlook

M020 Buyer Behaviour Analysis

1st Assignment (Individual Coursework)

Tutor: Deborah Grieve

Name: Xie Zhongxin (Libby)

Student ID: 5972676

Date: 25/05/2015

Word count:

Introduction

Dior is a star luxury brand under LVMH Group which was created by Christian Dior in 1946. It has now 79450 employees with headquartered set in Paris. Christian Dior possesses strong brand equity, presenting elegant, romantic, classic, trendy, luxurious, feminine to its audience. The direct competitors for Dior include Chanel, Gucci, Saint Laurent, Versace, Prada, Hermes and Armani. In its fragrances and beauty segment, fragrances account 48% of the turnover. Among all the fragrance collections, J’ adore remains as the market leaders in France. J’ adore is available in different perfume intensity levels such as “Eau de Perfume” and “Eau de Toilette”. The name of it is French meaning “I love”. In this essay I will choose J’ adore as example for buyer behavior analysis.

Marketing Environment

External

Political: with new members joining into EU, the decline in tariff has a large effect on Dior’s export and import business. Business expansion in different areas is crucial strategies to Dior. Reducing price of some lines can make it more competitive and develop its expansion overseas especially in Asian Market.

Social: Dior possesses wide range of customers due to its top design and quality, compassing by fashion culture and its history which is highly respected by audience.

Technological: To explore new market, Dior also cooperates with other famous brands in different industries, such as the “Dior Homme iPhone Holder” cooperating with Apple.

Internal

As a top luxury brand, Dior created a great fashion culture in its history. It achieved its best to provide customers products with the best quality. The typical Dior black dress has been popular for decades till now. It owns the greatest designers in the industry, such as John Galliano.

The brand has physique of exclusive creation and great quality. It is elegant but conservative, with social distinctiveness and outstanding status. It is telling people it is elegant, distinctive and traditional with culture background which is classicism and historical remembrance. It reflected elegant women who have high income and high social position.

SWOT

Strength: It has a strong luxury brand name and