Consumer Behaviour Essay

3967 Words Dec 29th, 2011 16 Pages

A report on internal and external influences on consumer behaviour in Lacoste

Student ID: 11464575
Student Name: Luan Truong NGUYEN

MKT 510 Assignment 2
Lecturer: A. Bull

JAN 27 2011


There are three main aims of this report. It aims to provide a better understanding about the impact of internal and external factors on consumer behaviour. In so doing, Lacose, which produces apparel, was chosen for this. At first, it will examine the segmentation and identify target market for the company. The second purpose is to explain the role of internal and external factors affecting consumer purchasing decision on Lacoste. Due
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- Making some recommendations to improve these strategies. 2. Lacoste and opportunity 3.3. History of Lacoste
Lacoste is global apparel licensee which was established in 1933 by René Lacoste and André Gillier. The crocodile logo comes from René Lacoste who wore a shirt with crocodile image on the chest during the final match of Davis Cup in 1925. The significant growth had appeared under Bernard’s management who took over the management form his father René. Lacoste had become popular in US during 1970s and 300000 product had been sold every year. Range of lacoste product became more diversify with perfume, sunglasses, tennis shoes, walking shoes, watches, and various leather goods. Lacoste have spread throughout the world by licensing its trademark to various companies. Until recently Devanlay owned the exclusive worldwide clothing license, though today Lacoste Polo Shirts are also manufactured under licence in Thailand by ICC and also in China. Pentland Group has the exclusive worldwide license to produce Lacoste footwear, Procter & Gamble owns the exclusive worldwide license to produce fragrance, and Samsonite holds the worldwide license to produce Lacoste bags and small leather goods. 3.4. Opportunity
When economy is developing, demand for higher social status is also increase especially young people. One of ways to show social status is shopping. With a luxury brand like Lacoste,

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