The consumer decision making relies on several different things. First, advertising. UGG's advertising includes several pillars. They don't have to spend billions on advertising because the company has made such a name for itself, that it self advertises. What this means is commercials, and train station posters? Those are way in the past. UGG's market advertises enough through word of mouth and through visuals. This includes on social media, television, magazines with photos of celebrities wearing them, these things alone can sway a potential customer to a yes! A consumers decision can be shifted by quality, price as well as the intended target market. If the product is targeted specifically to eldery for example, teens won't be interested. UGG has beat this by targeting all age groups from babies, to old ladies, you can still be stylish in UGG's. UGG's product differentation is it's quality. UGG's are a very warm high quality boot made of sheepskin, with not many of its kind. Consumers make their decision based on the factor of the products pro's outweighing the con's.
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