Ch. 6 - Consumer Decision Making

Although LEGO is one of the leading brand in traditional toys industries, it still facing competition. There is a huge range of choices in the market for consumers to chose, consumers may switch anytime from this brand to other brand. The following are some factors that may affect consumer's decision making on purchasing LEGO products.

1. Social factor
People tend to purchase the brands they are well familiar with partially because most of them have high reputation in the market and could be treat as a guarantee of product quality. Since the information of the brand is easy accessible It is more safe to buy something that are well recognized rather than take the risk to buy something you do really know about. On the other hand, they are more likely to buy toys that have a trend at that time. As everyone talks about it, it helps to trigger purchasing desire of the consumers. For instance, LEGO made a considerable amount of profit in 2015 due to the launch of the new Star Wars movie. According to Newsweek, "The Force Awakens, ... quickly became a box office hit, taking in $1.9 billion worldwide. Along with tickets, fans also bought the toys, propelling sales of the franchise's merchandise and making Lego's replica of the Millennium Falcon one of the brand's best-selling products for the year.

2. Age and Gender factor
Gender or age attraction product- gender or age also plays an important role while consumer purchases a new product. LEGO organization make different product for boys and girls, because wants of every customer is basically different, so they made according to needs. This gender difference starts from the first year of children's. And the same in the age difference, as child grow their purchasing habit and style changes.