Question

Buying behavior is never simple, yet understanding it is an essential task of

marketing management. Bloomingdale’s Inc. is an American luxury department store chain mainly selling apparels; it was founded by Joseph B. and Lyman G. Bloomingdale

in 1861. It became a part of Macy's in 1994. Richly designed in red, gold,

and black motifs, Chinese colors of good fortune, the Bloomingdale’s popup

boutiques feature high-end Chinese-themed fashions and other merchandise

created especially for the Chinese New Year celebration. Some

locations sponsor en- tertainment such as lion dancers, Chinese tarot card

readings, calligraphy, lantern making, tea tastings, and free Zodiac nail art.

Shoppers in some stores are invited to select Chinese red enve- lopes with

prizes such as gift cards in denominations of $8, $88, or $888 (eight is a

lucky number in Chinese culture). Americans of Chinese descent, including those with

partial Chinese ancestry constitute just 1.5% of the total U.S. population as

million Chinese travellers visited the United States in 2018, down from 3.2

million in 2017. Assuming that there was no pandemic of COVID- 19 in

world.

Critically evaluate the existing focus of Bloomingdale on Chinese customer,

is it an appropriate strategy to target just Chinese consumers? Justify your

decision. Critically discuss sociocultural factors that affect consumer buying behaviour along with decision process with regard to Bloomingdale.f 2017. According to data from the National Travel and Tourism Office, 2.9

Answer 1

Bloomingdale is an American company that specializes in luxury apparel. The company focuses explicitly on its brand on the Chinese culture. It is because most of the citizens are Chinese descendants. The company only focuses on making the clothes according to the culture of China. The company uses the Chinese colors in their products to adapt to that market. However, it is not appropriate to only focus on a single market. The exchange of other countries do not buy these products. Some of the economies also tend not to use Chinese products because of a lack of guarantee and warranty. The Chinese market is the only target audience of the company. The audience is small, and the sales are also less. The company should try to venture into a new product line or target audience to increase its sales. It is not an appropriate strategy to focus on a single market because some customers might like the company but not the products' design or color. The first factor that will affect the buying decision of the consumers is the difference in culture. Many countries do not prefer to adopt the lifestyle of some other country because of the old customs. The second factor is inappropriate marketing strategies. The marketing strategies of the company are under the culture of China, and not any other country. Hence, it is unlikely to attract different customers. Thus, the company should take steps to maintain parity in the market.