Consumer Decision Making

                         Rolex  Consumer Decision Making   
  
  ROLEX is a successful wristwatch company that thoroughly understand its consumers behavior, meanwhile satisfy their needs and wants. 
  As development of technology, wristwatch is not longer the 
essential time-measure, but is the symbol of style, wealth, life attitude, and statues. one of Rolex plan is to promote the purchase of wrist watches as a "reward" for key success in a young man's life.
Consumer Decision Making Process
 .Need recognition 
Rolex mostly target people those are wealth and upper class. The direction of production is to produces significant watches to specially fit the needs of those consumers. For example, water resistant watcher for underwater exploration, high-preasure resistant for deep diver.   Roles has  three main production lines:
Rolex Oyster model :

• 
• Oyster Perpetual^[22]Date
• Datejust
• Datejust II
• Datejust Turn-O-Graph
• Air-King-Date available for 1988
• Lady Datejust Pearlmaster
• Daytona
  • Paul Newman Daytona
• Day-Date
• Day-Date II
• Day-Date Oyster Perpetual
• Explorer
• Explorer II
• GMT Master II
• Masterpiece
• Milgauss
• Oysterquartz
• Sea Dweller
• Sea Dweller DeepSea
• Sky-Dweller
• Submariner
• Turn-O-Graph
• Yacht-Master
• Yacht-Master II

Cellini models

Quartz Ladies

• Quartz Mens
• Cellinium                                       Cestello Mens
• Danaos Mensuj
• Cestello Ladies
• Prince

.Information search
  Rolex effect consumers' information search through branding, advertising and social media. 
  Rolex has created the brand awareness. It only produce high quality watches and limit the production. Rolex are spending millions dollars on advertising. It built its brand image as elegant, perfect statues symbol.

                       

  Rolex also involves several sports, entertainment and explorations. It sponsorts mountain climbers; it holds yachting contexts; it helps to build tennis playfeild. The purpose of all these activities is to bring higher involvement with the consumers.  Rolex is creating a well-known brand.

           

.Evaluation of alternatives
 When it comes to evaluation of alternatives, Rolex has its comparative advantages than other watches brand. First, Rolex watches are made from 904 L steel, which is difficult to machine. No others brands watches are using 904 L, Rolex somehow have solution to machine the steel. Because of the special charateristic of 904 L steel, It is no surprise that Rolex watches are always shiny.

.Purchase
  Because Rolex focused on the rich, price is no the main concerns for them. That gives Rolex more flexibility to price its produces

.Postpurchase behavior

Rolex Sea Dweller

  The Rolex Oyster Perpetual Date sea-Dweller  is a line of diver's watches manufactured by Rolex, with an underwater depth rating of 610 meters for the vintage models up to 3,900 meters for the most recent sea-Dweller Deepsea Model.       

 Rolex Sea-Dweller DEEPSEA, introduced in 2008.


Rolex Sea-Dweller 4000 with a 1,220 m (4,000 ft) depth rating.           

Fully diamond covered Rolex Sea-Dweller DEEPSEA customized by TraxNYC.^[20]

  During the 1960s, the needs of professional divers working at great depths led to the development of the first ultra water resistant watches that is designed for conducting safe diving operations at 300 m depths.The Rolex Oyster Perpetual Sea-Dweller Submariner 2000 (2000 ft = 610 m) that became available in 1967 was developed from the Submariner for the Comex S.A. industrial deep-sea diving company by increasing crystal thickness and was produced in several variations.
  Among the advanced diving equipment's and increasing interest of divers, people want to go deeper, which bring the challenge to Rolex. The Sea-Dweller Submariner 2000 models were succeeded by the Rolex Oyster Perpetual Sea-Dweller 4000(4000 ft = 1220 m) model with an increased depth rating to 1,220 metres (4,000 ft). Then, At the BaselWorld watch and jewellery show 2008, Rolex introduced an updated Sea-Dweller model, named the Rolex Oyster Perpetual Date Sea-Dweller DEEPSEA. Its reference number is 116660. With an official depth rating of 3,900 metres (12,800 ft), the Sea-Dweller DEEPSEA represented in its launch year the most water resistant mechanical watch in serial production.