How might a luxury cosmetic manufacturer of a new range of perfume use a decision process approach to better understand how consumers purchase the product?

How might a luxury cosmetic manufacturer of a new range of perfume use a decision process approach to better understand how consumers purchase the product?

Introduction
Selecting perfume is a rather prejudiced process. Given that a brand and its image are highly respected internationally, the acquisition for its newly launched perfume depends upon an individual's preference of scent. Waiting for consumers to approach, test and smell, be satisfied and pay for it is neither desirable nor affordable. A marketer certainly has some more to do. The following paragraphs illustrate how a marketer of a luxury cosmetic, from defining his target customers to understanding their consumption decision-making patterns, develop and implement a rewarding marketing strategy.

Assumption
Assumptions are made on a luxury cosmetic brand and its new range of perfume targeting a new segment in Hong Kong market. Estee Launder, having historically represented an impeccable quality taste and styl...