Ch. 6 Consumer Decision Making

Shorts are available anywhere from bargain department stores to high end designer brands so what makes Chubbies consumers choose Chubbies? In Chubbies philosophy their aim is clear and it is to never produce pants as well as to stick to the style of short well fitted shorts. One of the largest deciding factors in Chubbies consumers is that they know what they will be getting every single time. There are few styles and variations of Chubbies shorts and the consistency is one of Chubbies biggest attractions. The most variety is in the patterns on the shorts themselves.  The need recognition for shorts occurs in most all of us when the weather gets warmer and we have either the want or need for a new pair of shorts. Those who already own a pair of Chubbies have the prior internal information and know what they want and can expect from Chubbies and prefer to stick with the style and attitude Chubbies is known for and those that have yet to purchase Chubbies will with out a doubt be recommended to purchase a pair from another owner in their social circle. To combat the evoked set of alternatives to Chubbies shorts Chubbies sets a standard average price for all shorts and makes sure that consumers shop with the comfort knowing exactly what they are going to get. Chubbies also makes it a point to add new styles to their collections but do so exclusively to create the urge to buy as soon as they are release.