Chapter 3- Understanding Fashion Consumer and Business Buyer Behavior

Consumer behavior

onsists of the decision-making processes and actions of buyers as they recognize their desire or need for a product or service, and engage in the search, evaluation, use, and disposal of a particular item

Through research, marketers seek out…

individuals with similar characteristics

Products are bought for

physiological and psychological reasons

Marketers must learn how to target consumers and…

create desired products

The place where people buy is important in order to have

goods available

Knowing how consumers view price and value is important, especially in

downturns

Integrated marketing systems (IMS)

integrate product, place, price, and promotion

purchase involvement

The level of a customer's interest in the process of buying a product as seen in that person's need for the product

The more involved the consumer is with the purchase, the more

complex the decision- making process

Levels of consumer involvement

Buyers decision making process

Cognitive dissonance

is discomfort that can arise out of potential dissatisfaction when reevaluating a purchase

Situational influences

the purchase task, social surroundings, physical surroundings, time constraints, and antecedent states

Culture affects…

buying patterns

Subculture

refers to a smaller group within a large society/culture

Fashion marketers target consumers by subculture to address…

similar product and purchase preferences and often try to appeal to more than one group

Social class

as groups of individuals belonging to different levels of society.

Social norms

influence behavior of group members

Personal buying decisions are influences by certain traits

How we perceive and learn, what motivates us, out attitude towards products, our individual self-concept and personalities, lifestyles

Business-to-business (B2B) markets

companies that buy/sell to other companies

Buying center

permanent group that approve purchase orders

Types of buying include

Straight rebuy- reorder of same product in same quantity and
color as original order

Modified rebuy-changes one aspect of order

New task buying-selecting new styles

Decision making steps for fashion business buyers