Kate Spade Case Study

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Recommended: Women consumer behaviour

In a household to purchase a Kate Spade product there will be an influencer such as a person who provides information about the product to the family, a decider is a person/ people who will decide whether to purchase the product, buyer is a person who will buy the decided product, and a user who is actually going to use the product. Household reference groups will be influential for women up to the age of 18. A family may not play a vital role in the purchasing decision since most of the buyers are young, independent and financially stable women. They would make their own decisions to purchase. They are very much influenced by indirect reference groups. On the other hand, if there are siblings in a family(informal group), they might common

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