1. Core Concepts in Fashion
Chapter Six

2. Chapter Six Consumer Behavior
Refers to the way a customer acts when purchasing

3. Chapter Six Types of consumer decision making Habitual Decision making
Consumer is loyal to brand
Product may not be expensive
For example, toothpaste or favorite brand of jeans
Limited problem solving
Customer will review many options
Possibility try on several options
For example, purchasing of a swimsuit (for most people) or a new pair of boots

4. Chapter Six Types of consumer decision making Extended problem solving
Occurs when consumer does not know a lot about the product
Usually an item which is rarely purchased by an individual
For example, wedding dresses or a new car

5. Chapter Six Types of products Convenience product Shopping Product
Usually purchased routinely
Habitual decision making process is used
Shopping Product
Takes time to make a decision
New jeans or a swimsuit as examples
Uses limited problem solving
Specialty good
Consumer feels product is special and will go out of her way to obtain it
For example, a special wedding shop

6. Chapter Six Stages in the buying process Problem recognition
A consumer realizes they have a need which is unmet
Information search
Depending on the product, consumer may search the internet and magazines to get an idea of how they can solve this need
Evaluation of alternatives
Consumer has narrowed choices and will look at pros and cons of each choice

7. Chapter Six Stages in the buying process Purchase decision
The consumer actually purchases the product
Will evaluate if the product met the need
If it didn’t this is called “cognitive dissonance” meaning the customer is unsure of making the right choice

8. Chapter Six Buying Motives Rational buying motive
Consumer uses thought and process before purchasing a product
Emotional buying motive
Consumer buys product because of feelings and emotions associated with product
Patronage buying motive
Consumer purchases product because he likes the brand and is comfortable with it

9. Chapter Six Reference group Aspiration group Disassociated groups
The group a person associates with
Aspiration group
The group a person would like to be associated with and belong to
Disassociated groups
A group which a person does not want to belong-and will dress different from that group

10. Chapter Six Reasons for purchasing fashion Acceptance
To be accepted either by aspiration group or reference group
Physical attraction
People want to be attractive
Emotional Needs
Retail therapy!
Buying not because you need something, but rather because it fills a need (such as happiness)

11. Chapter Six Market Segmentation
A homogeneous group, which can be easily identified
The reason for breaking the population into these smaller groups is so they can more easily be marketed to
People similar in age, income, wants or needs
Six ways to segment markets, discussed next

12. Chapter Six Ways to segment markets Demographics Psychographics
Age, race, income, marital status and number of children
These are generally the things difficult, if not impossible to change
Assumption that people all in the same age with same income, for example, will buy the same products
Psychographics
Lifestyle, personality and values
For example, those who are environmentally concerned may fall into this values category

13. Chapter Six Market segmentation Product parameters Benefits sought
The attributes of the actual product
Frequency of use
How often the customer will buy the product
Type of product use
The way in which the customer will use the product

14. Chapter Six Market segmentation Cohort Groups
Groups who are about the same age and experienced the same events while growing up-which impacted their buying habits
Matures
Baby Boomers
Generation X
Generation Y
Tween

15. Chapter Six Market Segmentation Family lifecycle Geographical
The phase in life for a consumer
For example, a family with two young children will have different needs than an older couple without children
Geographical
People who live in different areas will likely need different products
Residents of Montana need heavy sweaters in the winter, while residents of Southern California do not

16. Chapter Six Researching markets Focus Groups Mall Intercept survey
Group of 8-10 people
Asked a series of questions while being watched by researcher on reactions to products
Mall Intercept survey
Written surveys given in a mall setting
Mail Survey
When a survey is sent to a home or address
Telephone survey
When a consumer is called at home to answer questions