Ch. 6 - Consumer Decision Making

          Montblanc has always been more acknowledged by the higher social class, as well as in the business working individuals(accounting, wall street), Doctors, and Lawyers. People with higher incomes that have previously been introduced to the product tend to have on average three to five Montblanc, one of the main reasons they purchase a Montblanc is to compete with their co-workers, Montblanc shows levels of success and achievements.

         When clients are not familiar with the history of the products they tend to go through an extensive decision making process. One of the main factors to this is price, accompanied by style(make/model/type of pen).

         Overall one of the most important tools Montblanc uses in selling the product is making an emotion connection. since Montblanc products have a back story of success that follows it, the company uses that to their advantage. When you buy a Montblanc it's because you believe in your own success. When you give a Montblanc is because you believe in the person you're gifting it too; a prime example of this is the Past/Present/Future monologue I've heard from multiple sales professional. The three rings on every Montblanc represent

    1. Past- The hard work being put into achieving a goal.
    2. Present- The achievement of that goal.
    3. Future- The support you show the person you are gifting the item to buy giving them this product, you know they will continue to accomplish their goals and continue to succeed.