Buying Wedding dress in E-Bay case

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ADV3633- Cases In Marketing Communications
Hakkı Pınar KILIÇ
Homework 1: Buying Wedding Dress on E bay
İlayda SARAÇOĞLU 1605408

2. Buying a Wedding Dress on Ebay
1st Question
If i were Nurca i would prefer to buy my wedding dress in the traditional way. Even
buying wedding dress on ebay is effortless and faster than the other way, marriage is
novel thing and once in a lifetime event so this should be unforgettable memory.
Culture has a major impact on consumer behavior. In Turkish culture families in both
sides should involve this process.
From another point of view finding perfect wedding dress in virtual is not obvious.
After purchasing online and then being dissatisfied would be disappointing. And her
motivation will break.
2nd Question
No matter which they decide he should tell his mother about their decision. If he don’t
his mother will be offended.
3rd Question
Needs and Emotions has relations. Refer to Moslow Hierarchy of needs, Marriage is a
Social need.
Yes, there are 2 main differences about buying unused and only used once wedding
dress. First one is about financial differences. If Nurca wants Christian Lacriox’s or
Vera Wang’s wedding dress probably she can’t buy unused one. But she can find
cheaper luxury wedding dress with the category of only used once dresses.
On the other hand, the second difference is value and emotions. In my opinion, A
brides wedding dress should be special maybe this two option - unused dress and only
used one dress- can’t feel her the same emotions.
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3. 4rd Question
• Salesperson can effect consumer mood negatively, we don’t buy from that
salesperson even we love the dress, on online this can’t happen.
• Stores about wedding has create negative attitude on many person, because of
enormous high prices. So she can go through online shopping.
• On online, Nurca can find best possible price for her wedding dress.
• She can talk about her friend which buy’s wedding dress on Ebay.
• Ebay providing insurance to the costumers, if something goes wrong she can resell
the dress.
• Building Family is big deal, Resources and Needs&wants are limited. If she buys
online she can use the same resources to the other components.
5th Question
I don’t think that just pay-for-it-yourself brides buys on ebay, every bride can purchase
from Ebay. It can change accordingly level of income and point of view of groom’s
family. If its okay to buy cheap wedding dress online for bride & groom, some families
may accept to pay less. But some families can say no to that price and they can have
doubts about the quality of dress.
6th Question
As we know about the case, wedding traditions had changed so much. In the past
traditional colorful wedding dresses were worn but now brides are wearing white
western designers dresses. For this reason we can say that increasing online shopping
experiences and varieties in wedding dresses can handle with the traditional ways and
change that consumer purchasing behavior. Turkish people used to go to bazaar for
shopping, now they are giving order from mobile applications and web sites.
7th Question
If i were the owner of a boutique which sells wedding dress.I would open a online
store and sell dresses online. I would rent a warehouse and get rid of other expense
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