Ch. 6 - Consumer Decision Making

The consumer decision making process specifically for the purchase of a Replica Celtic Jersey priced at $68:

Need Recognition

Every second year Celtic will release an updated version of the home shirt, a replica of the soccer kit that the players wear on the field. Whilst the overall style of the kit does not change (the green and white hooped design of Celtic’s kit is known around the word) there are many subtle alterations to make the product fashionable, interesting and desirable to the consumer.

Information search / Evaluation of alternatives

Few people choose to buy a football kit and then elect the team’s kit they want. It is fair to assume that the consumer considering the purchase of a Celtic shirt has already decided on the team itself and any information search may be limited to the actual source to purchase from. Celtic Football Club offers its products through many sources, from numerous retail partners in Scotland, Ireland and the U.K. to official Nike stores worldwide. It is possible to purchase from a multitude of sources online and have the product shipped internationally.

Celtic does not attempt to compete with these sources on price, instead it lures customers to purchasing through its official online or retail stores by insisting that all profits from official sources are reinvested directly into the club (no middleman enjoys a cut of the merchandise’s sale). Many consumer choose to purchase from the club itself on this basis.

Purchase

Celtic are aware that their product may be found cheaper through non-official partners. Whilst all sales ultimately result in profit for the business, as discussed above, it is preferable that merchandise is purchased directly though the club. In order to persuade more consumers to follow this preferred path the club offers numerous incentives, many of Celtic’s brand extensions may be purchased at a discount through official sources such as women and children’s clothing, various lines of Celtic casual wear, soccer training clothing and accessories etc. Celtic are also know for their willingness to offer discounted or free shipping regardless of the destination when attempting to maximize sales of a new product.

Post purchase Behavior

Steps are taken to ensure that the consumer is satisfied with their product such as follow up mail and email offering exclusive deals on future purchases and a money back guarantee should the goods not be satisfactory. With the current 2010/12 home kit there was an instance of the first batch sold falling short of consumers quality expectations, Nike and Celtic worked together to address the issues at manufacturing and offer full refund or exchanges to consumers affected.