Chapter 5: consumer decision making process.

When people recognize that they need or want new clothes or accessories, some of them may go directly to Billabong, in other cases they may evaluate the alternative and make a choice. At this point, Billabong has some competitive brands that are at the same level. Some of these brands are Roxy, Quicksilver, Volcom, O’Neill, and Hurley. Their prices and products are extremely alike; therefore, consumers' decisions are based on sales and original products that each brand have. In this case, Billabong doesn't really low their prices, their strategy is to have more publicity and make the brand more famous, for example, last winter Billabong organized a snowboard championship for none recognized snowboarders in New York City. Billabong also offers different styles, like this summer their collection was based on a hippie surfer style. They are always changing colors and styles, giving something new to their customers.