Ch. 6 - Consumer Decision Making

Doc Martens main consumer are teenagers and young adults. They are attracted to the iconic boot because its been seen in so many youth sub cultures. In the 60s, skinheads adopted the boot as part of their subculture fashion and from there it moved on to represent the punk movement in the 70s. After that, it became a staple of many cultures and peoples from various decades: Mods, ska, Goth, hardcore, nu-metal, straight-edge. Now do these teens and young adults need these boots? No! of course not its a desire these consumers have and seeing these boots worn by celebrities make you want them even more. 

After the consumer searches up information about the shoes and reads reviews. Most likely the consumer is going to search how comfortable the shoe is and what type of weather the shoes can be worn in,and how long they last. Once they find all the information needed, they can now decide whether they want the shoe or not. 

This video below shows how doc martens are still being represented as a shoe that gives you individuality and that edge people in the punk movement had. It also shows how flexible the shoe is and how it can be worn just about anywhere.