Why I (finally) purchased a Canada Goose
- Anthony Trinh
- Nov 21, 2014
- 3 min read

It is going to be a warm winter. No more triple-layering or stuffing my face into my jacket. Buying a Canada Goose jacket was one of the best purchases I’ve ever made (you can’t beat a box of Reese’s Peanut Butter Cheesecake) but the decision wasn’t easy. It was not a habitual decision - it involved extended problem solving and many steps. Let me share with you the steps for why I (finally) purchased a Canada Goose jacket.

As the Canadian winter gets colder and colder every year, I realized that I needed to find a way to get warmer. My previous winter jacket had a bad tear and the hood just fell off. It was time to search for information on winter jackets. I wanted a jacket that was durable, water resistant, and relatively light yet warm. After realizing these features, I began to compare several brands at online retail stores. My evoked set was limited because I am unaware of many brands (perhaps this is a marketing problem). However, I quickly dismissed certain brands because my friends and family had bad experiences with them. The choice set that I was left with was relatively small because I ruled out Nobis for price reasons and Columbia because they had too many products and not many online reviews for each product. In the end, I decided to go with the Canada Goose because they offered the best combination of features that I wanted and consistent quality. After receiving the jacket only a few days after my order on Monod Sports, I fell in love with it as soon as I put it on. I could have slept outside with the jacket on. I’ve been showing off my jacket to my friends and even wrote a review online - the first time ever (hey, I’m even writing a blog about it!).
I’m not going to lie – the jacket was pricey. I was close to ruling out Canada Goose for price reasons as well but I took into consideration that I would be using their jacket for a long time since Canada Goose is known for their durability and quality. It’s interesting to see how much each step of the consumer buying process affects your purchase decision. I recommend reading PROMO2 to learn more about the process, because there are so many things to consider. For example, the post-purchase evaluation is a critical step, often forgotten by marketers, because it's the step where brand loyalty tend to grow. With the purchase of my Canada Goose jacket, I received a short history of Canada Goose and the jacket itself. It made me feel more satisfied with my purchase and I immediately felt like I was now a part of a community. I would say that I am now becoming loyal to the Canada Goose brand.
What was your most recent purchase? How did you come to make that purchase?
Please share your experience in the comments below. I’d like to hear from you.
Thanks for reading. See you soon!
Anthony
Sources:
(Chapter 9, "Individual Decision Making") Solomon, M. R., Zaichkowsky, J. L. and Polegato, R. (2013) Consumer Behaviour: Buying, Having, and Being, Sixth Canadian Edition. Toronto: Prentice Hall Canada.
O'Guinn, T., Allen, C., and Semenik, R.J. (2012) PROMO2 Student Edition. Boston: Cengage South-Western.
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