Chapter 6: Consumer decision making

When it comes to a decision making process of buying or purchasing an Air Jordan product the customer is usually a fan of the sneakers or basically a fan of Michael Jordan in general. customers basically look for a good price and quality when it comes to purchasing a pair of Air Jordan sneakers. The prices have jumped from retail price of 2001 until now from 120- 175 dollars. some consumers will camp out on the release date of a Jordan sneaker which is usually released on a Saturday morning. some customers also buy the shoe because of a myth that they will play more like mike which is untrue. But they still strive to have the shoe due to the fact that they are a fan of the Jordan Brand or Michael Jordan's sneakers. But really the main issue of customers decision is the retail price which customers feel are becoming more and more expensive every year but true fans will still purchase the product because they feel the need to have it.