The Why of the Buy Consumer Behavior and Fashion Marketing / Edition 1

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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.

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Product Details

  • ISBN-13: 9781563674563
  • Publisher: Bloomsbury Academic
  • Publication date: 6/28/2008
  • Edition description: Older Edition
  • Edition number: 1
  • Pages: 474
  • Sales rank: 938,342
  • Product dimensions: 8.28 (w) x 10.28 (h) x 1.51 (d)

Meet 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/Jourbanalist.

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Table of 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

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