Synopses & Reviews
- Why Consumer Behavior Is Important to the Fields of Fashion and Design
- Consumer Behavior, Marketing and
- Fashion: A Working Relationship
- How Fashion Consumers Perceive, Learn, and Remember
- Motivation and the Fashion Consumer
- The Fashion Consumer's Attitudes and Values
- Family, Age and Life Cycle Influences
- Social Influences on Fashion Consumers
- Demographics and Psychographics
- How Marketers Obtain and Use Consumer Information
- How Fashion Consumers Make Decisions
- How Fashion Consumers Buy
- How Organizations (and Businesses) Buy and Use Fashion Goods
- Global Fashion Consumers
- Ethics and Social Responsibility
- Government's Role
- Learning objectives at the beginning of each chapter as well as bold-faced key terms which are defined immediately.
- Intriguing feature boxes about aspects of consumer behavior, marketing applications, and business and fashion profiles throughout the text
- Let's Talk feature within the text of each chapter encouraging students to relate the topic to their own experience and observations
- End-of-chapter activities include a brief summary based on learning objectives, key terms, review questions, in-class and out-of-class activities, and either a mini-project or brief case.
- Instructor's Guide provides suggestions for planning the course and using the text
- PowerPoint Presentation provides outlines and ideas for lectures; compatible with PC and Mac platforms
Synopsis
Consumer behavior affects all aspects of design, production, merchandising, and promotion in the fashion industry. The Why of the Buy: Consumer Behavior and Fashion Marketing addresses how psychology, sociology, and culture influence what, when, where, why, and how consumers buy what they buy. With topics ranging from consumer attitudes, personality, and values to the global marketplace, ethics, and social responsibility, this text with more than 150 color photos and cartoons presents consumer behavior in an enthusiastic and relevant way that will attract and engage students.
About the Author
Patricia M. Rath, International Academy of Design and Technology, Chicago.
Stefani Bay Illinois Institute of Art, Chicago.
Richard Petrizzi Illinois Institute of Art, Chicago.
Penny Gill Writer/Journalist.
Table of Contents
Contents
We Are All Consumers
Why Is Consumer Behavior Important to the Fields of Fashion and Design?
Consumer Behavior, Marketing, and Fashion: A Working Relationship
Internal Factors Influence Fashion Consumers
How Fashion Consumers Perceive, Learn, and Remember
Motivation and the Fashion Consumer
Attitude and the Fashion Consumer
Personality and the Fashion Consumer
External Factors Influence Fashion Consumers
Age, Family, and Life Cycle Influences
Social Influences on Fashion Consumers
Demographics, Psychographics, and the Fashion Consumer
How Fashion Marketers Communicate and Consumers Decide
How Marketers Obtain and Use Consumer Information
Decision Making
How Fashion Consumers Buy
The Use of Fashion Goods by Organizations
Global Consumers of Fashion and Design
Fashion Consumers and Responsible Citizenship
Ethics and Social Responsibility
The Role of Government