Ch. 6 - Consumer Decision Making

Air Jordan brand shoes has preceded to grow recognition over the past two decades. The want for the brand of shoes has increased yearly since the release of the first pair of Jordan's. Generation after generation of teenagers are still buying these same Jordan's repeatedly. The mass majority of consumers buying has developed a sub culture which built speculation over  the brand of shoes. These groups of people all over the world, are very involved in the politics and aspects of the "shoe game industry". Spending hours and hours of their day discussing over the latest fads and trends. Teenagers tend to use extensive decision making on their speculation over certain new or old release shoes. But use limited decision  making when it comes time to buy a pair of Jordan's due to the hype that follows after consumer speculation trends. The perception of ideal self image and self concept are fulfilled after buying or wearing a pair of Jordan's. To perceive yourself as wearing a stylish shoe fulfills the subculture norm of wanting to look fashionable. The belief of an empowering and boost in attitude walking down the street in a pair of Jordan's allows consumers to come back and buy more without much thought.


This is the true subculture created with no marketing-controlled information source and just consumers discussing and doing external information searches on the web.

Jordan Release Line 

Video Of Campout for Jordan Release  <---- Video of a typical night before a pair of Jordan's release.