Page 177 - Foundations of Marketing

OB JEC T I V E S

1. Recognize the stages of the
consumer buying decision
Consumer Buying Behavior process.

2. Understand the types
of consumer decision
making and the level of
involvement.
3. Explore how situational
influences may affect the
consumer buying decision
process.

4. Understand the psycho-
logical influences that may
affect the consumer buying
decision process.
5. Examine the social influ-
ences that may affect the
consumer buying decision
Vicki Beaver / Alamy 6. Examine consumer
process.

misbehavior.

M A R K E T I N G I N S I G H T S

Pretty Ugly’s Pretty Popular

Are Uglydolls really ugly? Discovering that custom- the dolls, and kept sewing as order after order sold
ers of all ages are charmed by the colorful felt dolls out, snapped up on impulse by consumers with an
with personality, consider them part of the family, affinity for felt critters with big eyes and tiny fangs.
and view them as an expression of individuality has The entrepreneurs knew they were on the right
helped David Horvath and Sun-Min Kim build their track when they received photos showing Uglydolls
company, appropriately named Pretty Ugly, into a keeping customers company at the dinner table and
multi-million-dollar business. riding in the car on family outings.
It all started with Horvath’s doodle of a playful- Soon Kim and Horvath, now married, hired a
looking monster nicknamed Wage, which he factory to handle production so they could concen-
included in a love letter to Kim in 2001. The two trate on dreaming up adorably ugly dolls along with
met while classmates at Parsons School of Design, whimsical descriptions of what makes each charac-
and they wrote to each other when Kim returned ter tick. They licensed their brand for party goods,
home to South Korea. After Kim surprised Horvath backpacks, watches, calendars, and other merchan-
by making a felt doll based on his doodle, Horvath dise. Digital and entertainment products are also on
showed Wage to a retailer friend in Los Angeles and the way as Pretty Ugly breaks into new categories
1
walked away with an order for 20 more. Kim sewed for long-term growth.

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