INTRODUCTIONMarc Jacobs is one of the most famous and influential American designers of his time. Launching the Marc Jacobs fashion line in 1986, he introduced an unconventional and eccentric style never seen before to the American market. With the opening of its first store in 1997 in New York's renowned Soho neighborhood, it would be just the beginning of the brand's global expansion. More recently, in 2008, Marc Jacobs began introducing various fragrance lines to the public, including Daisy. It is important for Marc Jacobs to understand the brand's consumers, including their mental and social processes that influence them to purchase their products. This helps create understanding about why consumers choose their product over another, how they make these choices, and how this information can be used to provide value to customers. (nm chauhan 1) NEED RECOGNITION The decision-making process begins with the recognition of a need, in which the consumer identifies a difference between a current state and a desired state. As for the purchase of Daisy, Marc Jacobs' perfume, the current state of the consumer does not need to change at all. This behavior comes from the motivation for self-improvement. The purchasing behavior of such a product is intended to change the consumer's current state to a more ideal one; not simply maintaining the current state of existence (CB5). Perhaps one of the most renowned theories that could be applied to this situation is Maslow's hierarchy of motivation. By purchasing the Daisy perfume the consumer will discover that his most basic needs are satisfied and therefore the need for personal fulfillment (self-realization) resulting from the purchase of the perfume can be... middle of paper... available as needed, the consumer can proceed to the purchase of Marc Jacobs Daisy. However, the purchasing decision process can also depend on the quality and experience gained in the retail environment. This could include promotion for another perfume, a return policy, or an unexpected price. Sales assistants are also essential in this store because they have the power to suggest an alternative; or even give the consumer an unpleasant experience that will dissuade him from purchasing. POST PURCHASE EVALUATION Now that the product has been purchased and consumed, the adequacy of the original need to purchase the fragrance can be assessed. The consumer will evaluate whether the perfume has met the original needs and expectations of the product. This could include the longevity of the scent and whether it suits your personality or the compliments you receive from friends and family.