Crocs Inc. - Marketing and Branding and their Effect on Sales and Consumer Buying Behavior
Hakala, Felicia (2021)
2021
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2021112622086
https://urn.fi/URN:NBN:fi:amk-2021112622086
Tiivistelmä
The aim of the study is to determine how marketing and branding strategies affects Crocs’ sales as well as to evaluate and discuss how consumer perception of Crocs influences their buying decisions. This topic was chosen as the author is someone with a long-time interest in the Crocs themselves as well as their contradicting brand reputation and reported sales figures.
The theoretical framework begins by explaining marketing and branding as well as their key concepts, such as the marketing process, brand equity, identity and image. The theory then concludes with the explanation of consumer buying behavior and the decision-making process.
To implement the aim of the research, a literary research study was conducted, which described how and why Crocs rose to success, fell, and became popular once again as well as how they surpassed their previous success, highlighting the importance of adapting marketing strategies to correctly suit the branding. A study in the form of a questionnaire was also conducted in order to gather consumer perceptions of Crocs and determine the factors that influence their purchase decisions.
The research revealed that the originality, the quality of the design, and the comfort of the product drives Croc’s success, regardless of their negative brand reputation. While they may be considered ugly, it does not stop consumers from purchasing Crocs.
The theoretical framework begins by explaining marketing and branding as well as their key concepts, such as the marketing process, brand equity, identity and image. The theory then concludes with the explanation of consumer buying behavior and the decision-making process.
To implement the aim of the research, a literary research study was conducted, which described how and why Crocs rose to success, fell, and became popular once again as well as how they surpassed their previous success, highlighting the importance of adapting marketing strategies to correctly suit the branding. A study in the form of a questionnaire was also conducted in order to gather consumer perceptions of Crocs and determine the factors that influence their purchase decisions.
The research revealed that the originality, the quality of the design, and the comfort of the product drives Croc’s success, regardless of their negative brand reputation. While they may be considered ugly, it does not stop consumers from purchasing Crocs.