Ch.6 - Consumer Decision Making

Consumer behavior correlates to how consumers make purchasing decisions and how they consume or make use of these purchased goods or services. For instance, one way that Native instruments draws the attention of an amateur or professional music composer to consume their product is with their slogan, "The Future of Sound." Provided that music composers are always looking for the best producing tools and sounds to create good music possible, a slogan like "The Future of Sound" can psychologically make the consumer feel like buying their product will help them achieving their goal in making the best music that the consumer could possibly make.

Another way Native Instruments gets consumers to buy their products is by getting artists and/or well known music composers to sponsor their products. For example, NO I.D. , a hip hop music composer that is known for producing several instrumentals for people such as Jay Z, has a Native instruments product known as the Maschine, which is a music composing hardware that allows you to create an infinite amount of electric sounds and drum patterns to sequentially create a musical instrumental track. The fact that No I.D. has this in his studio can make another music composer buy the same exact product since No I.D. has one, especially if that person favors No I.D. 's way of composing music. Here's a video of the producer No I.D. breaking down how he was able to create an instrumental with a sample using Native instruments.
https://www.youtube.com/watch?v=FfCXGOakm8g&index=5&list=PLA33DAC367E40FE03