Chapter 6. Consumer Decision Making

Consumer behavior is when the consumer makes purchase decisions, this is very important for marketers to be able to sell their product to the targeted customers. Ferrari wants to be able to have the customer not question its decision on why he should get such car but walk in knowing that they want it by its glamour of looks and speed ability. What drives customers to get a Ferrari? simple its for the name and beauty. As Enzo Ferrari quoted "no one remembers who took second place, and that will never be me." Ferrari believes that to be the best out there you must need to be consistent and known.

Ferrari does not only find a way to just sell customer's cars but also make it into a family business. As kids see their parents in a luxury car they dream that they also can drive around like their parents, and what better way then to make a mini Ferrari. It gives the company a better expansion as the kid slowly grows up and know he wants the car with the horse on it as a logo or the car that they always played with and saw on TV and magazines. They don't only target people in a car way but also in clothing. You can get your Ferrari apparel and accessories(bedsheets,pencils,posters, watches, key chains, sunglasses, sweatpants, tee shirts, etc.) you can find that logo on any Ferrari merchandise and because of the recognized logo you end up buying the item as more of a name&brand showoff. 30% of people who buy Ferrari's do it out of a desire of want since it seems like a product that would satisfy their unfulfilled need.What other way to have the attention as humans that we need then get a Ferrari and drive around in style and speed.