CHAP. 6 CONSUMER DECISION MAKING

                  Victoria's secret target market is females from 15 to 45 years old. Especially, women comfortable in their body and who accord an importance to their femininity. Generally, the first thing that makes a woman feel more feminine is her underwear. Through the underwear, it is easy to get an idea of what personality she has. So Victoria's secret, according to each type of femininity, creates different collections that fit to every particular situation ( from the simplest daily underwear to the sexiest fancy for Valentine's day ). The need to buy at Victoria's secret is mostly a need for change because whatever the underwear and lingerie pattern, it is intimate. It is also a functional need because every human beings should wear underwear. 


                      Why women want to change? To feel more beautiful, comfortable, sexy, attractive to her partner. In order to attract them, Victoria's secret invests an important amount of money in advertising ( at least $474 million in its most recent fiscal year ). The company got one of the most popular annually show promoting by famous supermodels and artists ( Rihanna, Justin Bieber, Taylor Swift etc. ). Besides that, the good looking ( unusual ) of VS stores keeps women coming back for more. They really created a hype that we are all aware of. Also, it is very impressive how according to every season, VS  keeps designing new collections, patterns and looks all nicer than each other. 
Furthermore, the company does great deals and promotions, the more you shop, the more coupons you get. It is a major driving factor for customers. In addition to being beautiful, VS items are quality. Women are shopping for something that will last and perform, if well taken care. Obviously, quality includes comfort, products are designed with women mind and there is something for every shape and size. 

                  Generally, there are two different motives for customers who shop at Victoria's secret. Either they are looking for something in particular and are on mission to get it ( they are familiar to the store and are looking for a particular style, design or look and know that VS is the place to go ), or they are just browsing and end up buying something because they love it ( they are just looking for what the store has to offer, usually it is a captivating marketing, a beautiful product or a good price point that sway the costumer into a purchasing decision ).