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APPLICATION OF CONSUMERBEHAVIOUR IN FASHION

Presented byOnima TayengPooja YadavShubhangi Singh RathoreStanzin RangdolTejashwini Yalwar

CONSUMER BEHAVIOUR

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A CONSUMER

An individual who buys products or servicesfor personal use and not for manufacture orresale.

A consumer is someone who can make thedecision whether or not to purchase an itemat the store, and someone who can beinfluenced by marketing and advertisements.

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CONSUMER BEHAVIOUR

The study of individuals, groups,or organizations and the

processes they use to select,

secure, use, and dispose of

products, services, experiences, or ideas to

satisfy needs and the impacts that these

processes have on the consumer and society.

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CONSUMER BEHAVIOUR IN FASHION

It is very different from the consumerbehaviour towards FMCG and other productsnot related to fashion.

In buying fashion goods consumers do notcalculate costs and advantages of particularitems, but the fascination and charismamotivates the buy.

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APPLICATIONS OFCONSUMER BEHAVIOUR

1. Understanding the customer

2. Designing appropriate marketing strategy

3. Framing public policy

4. Social marketing5. Customer become BETTER and AWARE

CUSTOMERS

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MARKETING STRATEGY FOR MAKING BETTERMARKETING CAMPAIGNS

Helps understand the consumer mind set.Helps understand the factors that influence theconsumer.For new products in the market:

Companies that introduce new products must bewell financed so that they can stay afloat untiltheir products become a commercial success and

It is important to please initial customers, sincethey will in turn influence many subsequentcustomers brand choices.

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FRAMING PUBLIC POLICY

Consumers behavior can be useful tolegislator, regulator and governmentpolices and rules to protect consumer fromunfair, unsafe and inappropriate marketingstrategies.

Marketers decision affects the publicpolicy action.

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SOCIAL MARKETING

It involves getting ideas across to consumersrather than selling something

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BETTER AND AWARE CUSTOMERS

Better and well informed customers

Studying consumer behavior should make usbetter consumers.

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RELEVANCE OF STUDY OF CONSUMER BEHAVIORREGARDING THE PURCHASE OF FASHION APPAREL AND

PRODUCTS

Information about demographics of the targetedaudience.

Understanding and analysising culture and sub cultureand other relevant variables.

Information about people and habits of consumers

segmentation

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NEED OF UNDERSTANDING CB IN FASHIONINDUSTRY

Finding the right audience(market segmentation) Consumers can be inconsistent(trends) Buyers often stick together(collective selection) Culture influences buying habits What will customers want tomorrow(forecasting) Standing out from the rest(positioning, product

differentiation) The NAME game (brand, brand image, brand loyalty and

brand equity)

New isn't always best(how, when, what to innovate)

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IMPORTANCE OF CB IN THE FIELD OF FASHION&DESIGN

Emerging consumer trends

How to better serve consumers needs

The effects of cultural attitudes on buying habits

Customer-centric merchandising

Techniques to improve shopper satisfaction

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MARKETING

Marketing is an organizational function meantFor creating, communicating and deliveringvalue to customers.

For managing customer relationships in ways thatbenefit the organization and its stakeholders.

Objective :To create goodwill, interest, excitement anddesire among prospective buyers

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ACTIVITIES OF MARKETING

ResearchProduct developmentPricingPromotionMedia planningAdvertisingDistribution

Continuous evaluation and innovation w.r.t. these activities Helps in retaining customers for a long period Helps in maintaining customer satisfaction Helps in giving the product or service, a competitive

advantage.

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RECENT APPROACHES TO MARKETING

The essence of modern marketing concept isthat the firm must take its marching ordersfrom the market and it must produce what themarket needs.

Guerilla marketing: unconventional marketing tactics ,designed to get maximum results from minimal resources.

Ambush marketing: placing unique marketing materials invenues that result in consumer and media attention.

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Viral marketing:

It means passing a marketing message to others via word of mouth.

Social media marketing:

It is a powerful and world wide platform meant to reach out to millions of customers via facebook , twitter, orkut, linkedln.

Ambient media:

It refers to intrusive adds in public places. It is often more dramatic andnovel in the way it is presented and thus takes the audience by surprise andgets the message across.

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