Consumer Decision Making

Consumer Decision Making for American Eagle ranges from routine response behavior to extensive decision making. Consumers that buy clothes by the bulk when the stores are giving 20-40% off of merchandise are the ones who are the ones who have a mind set that since they are paying less for more will have routine response behavior. Consumers that have use extensive decision making use it because the price of either a sweater or any clothing product whether it be a shirt or jacket might be too expensive so it requires the mind to really think should i buy it now, later or at all? Consumers have a mentally that they should get more for less. Everyone thinks that way. Rarely will you see people be content with what they get and claim that they pay too much. But I think that it is based on the target market and their cultures and values. Parents that come from the baby boomer generation know how to save money and have a strict mentality towards how and when they spend their money. They are from the times where things were hard and luxuries where only a dream to them. So their mentality can either be give your children what they never had or give their children less and make them appreciate it. But since the target market is for the Y Generation, they like to spend more and want even more. They are never appreciative to what they have but want way more than they ever need. American Eagle targets consumers with both routine response behavior and extensive decision making as their psychological practices. You can walk into any American Eagle store and you can observe that the parent that is either from the tail end of the X generation or the Y generation, but you will either see two things happen. Either you see a teenager tell their parents they want either a shirt or a jeans and get it, or watch the reaction of a teenager that was told that they cant get what they want right now.