Analysis of Case
The entire case can be analyzed using the consumer buying decision-making process. As per Kuncoro & Kusumawati (2021), there are five stages of this process namely need recognition; information search; product evaluation; product choice & purchase; post-purchase use; and disposal of product. As per this process, the first step for Mia is to recognize the needs and wants that have led him to buy specific clothing for his cycling sports. It is said that need is a crucial force that leads the consumer to purchase goods or services. It can be driven by interior and exterior stimuli. The internal stimuli imply the personal opinion of a consumer while external stimuli imply the external influences such as word-of-mouth (Piligrimiene et al., 2020).
Maslow’s theory of need hierarchy
There is Maslow's theory of need hierarchy framework which can be used to analyze the needs and wants of Mia to buy specific cycling clothing. As per this theory, the consumer seeks to meet five levels of needs namely physiological; safety; social; esteem; and self-actualization (Zhigang et al., 2022). These are discussed as follows:
Physiological needs: It is defined as the lowest level in Maslow's hierarchy which denotes the most elementary needs like clothing, food, and more. The physiological needs that may lead Mia to buy specific cycling sports clothes entail high-performance cycling jerseys and comfort (Nam et al., 2017).
Safety needs: This may entail living in a region away from risks. It can be said that consumers desire to live a secure life. Therefore, the safety needs of Mia to buy cycling clothes might be the attributes of products designed by Valogear which can protect the rider (Wang et al., 2023). For example, Mia might look for sun sleeves that provide long-lasting sun protection. Likewise, he might need a wind-proof rain jacket for riding; a helmet to lessen injury threat; and so on.
Social needs: Such needs are associated with interactions via mutual and shared experiences. It is a sort of need for each consumer as each one has their love and belongingness (Bowen, 2021). In the case of Mia, personal suggestions and remarks from trusted friends, family, reference groups, and others may have led Mia to buy specific cycling sportswear. Moreover, it can be said that Mia might look for cycling clothes that not only can improve their performance in the sport, but also make an identity in a reference group (Chew & Leng, 2016).
Esteem needs: These are needs for things that demonstrate social recognition; self-esteem; and accomplishment. Mia might value cycling sportswear with fabric designs having moisture-wicking features, odor-wicking techniques, and increased breathability to fulfill his self-esteem needs (Jolly, 2023). Being a fitness enthusiast, Mia may need premium cycling sportswear that looks good and performs well.
Cognitive needs: These indicate the consumer's need for curiosity, creativity, and predictability (Zhang & Xu, 2021). Mia may have a cognitive need to explore for best options in cycling sportswear such as shoe covers; jackets; headwear; shorts; warmers; and so on. In this area, Mia may know the different types of high-performing cycling jerseys available at different brands and the attributes they provide.
Aesthetic needs: These are consumer needs for beauty, form, and balance. These needs are a major force to drive consumer buying decisions (Liu & Cheng, 2022). Mia may need designer products for cycling sports that can express the beauty of clothes. As part of their aesthetic needs, Mia may need cooling clothes to use for cycling races. Also, he may look for waterproofing circuits to be fitted in clothes useful for cycle riding for more hydration. Mia may look for options with more visibility of LED for improved aesthetics of the cycling sportswear (Al Mahmud et al., 2023).
Self-actualization needs: These are the consumer needs to make the majority of their competencies and to thrive to become the best he can be. These needs reflect personal growth and self-fulfilment (Zhigang et al., 2022). In this area, Mia may look for cycling clothes that are reasonable, less risky, and a means of self-esteem advancement. The cycling clothing offerings by Valogear should give a compelling experience to Mia to increase repeated purchases by consumers from the brand (Asamoah et al., 2020).
Attitude Function Theory
The attitude that leads to beliefs is crucial in the consumer buying decision-making procedure. The attitudes and beliefs of Mia can be studied using Attitude Function Theory which revolves around four functions namely utilitarian; social identity; ego-defensive; and knowledge (Deedenkeeratisakul, 2021).
Utilitarian function: Mia might need specific cycling clothes to surge their status, and hence obtain benefits from the same.
Social identity: Mia may consume specific cycling clothes from Velogear Company for his own egoistic needs.
Ego-defensive function: Mia may have an attitude towards eco-friendly cycling clothing to protect him from climatic impacts.
Knowledge function: Mia may know the attributes of different cycling clothes offered by different brands which can influence his decisions to buy from Valogear Company.