The aspect that the Rolex Watch has a high pricing means that the consumers with low income are unable to afford the product. In manufacturing the product, Rlex focus on people with an interest in brand and aesthetic value of products. Te watch established itself as a virtually dominant brand in the market, de to its association with class and high social status. Te watch enjoys an ego-expressive status in its customers, a they seek the product for various reasons, al related to their ego and esteem in the classes of the society.
Aong the leading consumers include, walthy politicians, fmous actors and sports people and fashion stars among others. Te watch also enjoys a strong market advantage in Europe and America, wereas, i the Asian continent, i is largely for retailers who purchase to sell. Hwever, byers are also becoming consumers in Asia with the changing social status stratifications. Nnetheless, te product remains leading in its category, a it offers exclusive satisfaction to the needs of its consumers. Te Rolex watches come in various categories, wth the being the Rolex Oyster Perpetual Date Sea-Dweller.
Te interview saw consumers state it as the first choice of the list of watches to own. Oher categories that are leading in the consumer requests and consumption include the Rolex Master Series, Rlex Yacht Master and Rolex Yacht Master two series. Te consumers also mentioned the Rolex Milgauss, Rlex Oyster Quartz and Role Submariner Series. Te various categories of watches have varying consumer bases, icluding those purchasing it for prestige, fr quality, fr investment and antique collections. Mreover, te consumers also the various categories of watches depending on age and gender aspects.
Tus, te Rolex Watch does constitute consumers with ego-expressive factor leading in compelling the consumers towards purchasing the Rolex product. Te consumer attitude consists of the lasting observable characteristics of people in relation to advertisements, isues, vlue and beliefs about a product. Sveral factors constitute the motivation for consumers in buying a certain line of products (Solomon, 2009, p21). Te ego-expressive factor in consumer behavior originates from several factors, wth the leading factors being social pressures and the for exclusiveness, wich comes in the form of vanity (Workman & Lee, 2013, p207).
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