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Name Juliët de Brabander
Studentnumber 667682
Class ROBSMAVT3B
University Inholland University of Applied Sciences
Study Business Studies
Graduation Marketing
Year 3
Location Rotterdam
Unit of study OE104 Customer Behaviour
Docent Hakan Copur
Date March 31 2023
, The Brand
Dr. Martens is an iconic brand that sells to consumers in more than 60 countries. The first boot was
born on 1 April 1960 in Wollaston, England, and was so called the “1460”.
The 1460 boot began the brand’s journey to become one of the most recognised footwear brands in
the world. The products are worn by a diverse customer base who use Dr. Martens boots and shoes
as a symbol of their individual self-expression. Dr. Martens operates across three geographic regions:
EMEA, Americas and APAC. The product segments include Originals, Fusion, Kids and Casual and a
complementary range of Accessories.
Martens is originally a German brand. For a long time, all Dr Martens boots and shoes were produced
in England, at the factory in Wallaston. Nowadays, the shoes are produced in Asia.
Decision making process
The decision making process:
1. Needs Awareness
2. Information Search
3. Evaluating Alternatives
4. Purchase Decision
5. Post Purchase
Dr Martens influences the customer during the decision
making process in several ways. Dr Martens makes it
clear that they are very concerned with sustainability and
the environment and that the shoes last a lifetime. They
also emphasise this with their own shoe lubricant that is
sustainable and ensures your shoes last a lifetime.
Dr Martens also influences customers by having many
outlets, think of several online shops but also lots of physical shops. Several varieties are sold in all
those shops, including the 1460.
Customer Journey
1. Awareness
2. Consideration
3. Purchase
4. Service
5. Loyalty
SOR-model
Stimulus: such as external factors
Organism: cognition and emotion of people
Response: people have to the stimulus (such as behaviour)
Value
Exchange value: represent what the value of a good is to the consumer and therefore what it could
be exchanged for, usually its price (Oxford, 2018).
- The 1460 shoe retails for €199.99.
Use value: the value of a good to the consumer in terms of the usefulness it provides (Oxford, 2018).
2
Name Juliët de Brabander
Studentnumber 667682
Class ROBSMAVT3B
University Inholland University of Applied Sciences
Study Business Studies
Graduation Marketing
Year 3
Location Rotterdam
Unit of study OE104 Customer Behaviour
Docent Hakan Copur
Date March 31 2023
, The Brand
Dr. Martens is an iconic brand that sells to consumers in more than 60 countries. The first boot was
born on 1 April 1960 in Wollaston, England, and was so called the “1460”.
The 1460 boot began the brand’s journey to become one of the most recognised footwear brands in
the world. The products are worn by a diverse customer base who use Dr. Martens boots and shoes
as a symbol of their individual self-expression. Dr. Martens operates across three geographic regions:
EMEA, Americas and APAC. The product segments include Originals, Fusion, Kids and Casual and a
complementary range of Accessories.
Martens is originally a German brand. For a long time, all Dr Martens boots and shoes were produced
in England, at the factory in Wallaston. Nowadays, the shoes are produced in Asia.
Decision making process
The decision making process:
1. Needs Awareness
2. Information Search
3. Evaluating Alternatives
4. Purchase Decision
5. Post Purchase
Dr Martens influences the customer during the decision
making process in several ways. Dr Martens makes it
clear that they are very concerned with sustainability and
the environment and that the shoes last a lifetime. They
also emphasise this with their own shoe lubricant that is
sustainable and ensures your shoes last a lifetime.
Dr Martens also influences customers by having many
outlets, think of several online shops but also lots of physical shops. Several varieties are sold in all
those shops, including the 1460.
Customer Journey
1. Awareness
2. Consideration
3. Purchase
4. Service
5. Loyalty
SOR-model
Stimulus: such as external factors
Organism: cognition and emotion of people
Response: people have to the stimulus (such as behaviour)
Value
Exchange value: represent what the value of a good is to the consumer and therefore what it could
be exchanged for, usually its price (Oxford, 2018).
- The 1460 shoe retails for €199.99.
Use value: the value of a good to the consumer in terms of the usefulness it provides (Oxford, 2018).
2
