by P. M. Rath, S. Bay, R. Petrizzi, P. Gill
©2008, 560 pp., hardcover. Price at Amazon: from 100$
“Consumer behavior affects all aspects of the fashion industry, design, production, and merchandising and promotion at all levels, as much as it affects retailing. The Why of the Buy: Consumer Behavior and Fashion Marketing addresses how psychology, sociology, and culture all influence the how, what, when, where, and why of the buy. The unifying element of this text is its presentation of current knowledge of consumer behavior applied to the fields of fashion and design in an enthusiastic and relevant way. “
Contents
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
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