7/30/2019 Fashion MKT 3

1/24

BismillahirRahamanir Rahim

1

7/30/2019 Fashion MKT 3

2/24

Chapter Three

The Fashion Consumer andOrganizational Buyer

2

7/30/2019 Fashion MKT 3

3/24

7/30/2019 Fashion MKT 3

4/24

Fashion buyers

1. Consumer Buyer

2. Organizational Buyer

Consumers can be buyers orusers or both!

Consumers can act as individuals or

on behalf of an organisation Fashion designers have two

markets the fashion buyer and the

consumer

7/30/2019 Fashion MKT 3

5/24

Consumer Behavior

The decision process and physicalactivity by which individuals engagein when evaluating, acquiring, using

or disposing of goods and services.

7/30/2019 Fashion MKT 3

6/24

Why study the fashionbuyer?

1. The role of consumer behavior infashion marketing

7/30/2019 Fashion MKT 3

7/24

7/30/2019 Fashion MKT 3

8/24

Fashion consumer decision-making

1.Types of consumerdecisionHow to find out about new styles? What

style, color and size to buy? Where tobuy from? How to pay? Which bills to paypromptly? When to buy? How manyitems to buy? Will any accessories needto be purchased? Whether to shop alone

or accompanied? Whether to try thegarment on? Whether to order an out ofstock size or color option? Which salesassistant to approach for help? What todo if the product is unsatisfactory? What

will be the reaction of significant othersto the urchase? Whether or not to

7/30/2019 Fashion MKT 3

9/24

Fashion consumer decision-making

2. Consumer involvement3. The decision process

7/30/2019 Fashion MKT 3

10/24

Types of Customer

1. Promiscuous will shop around forthe best deal

2. Occasional will sometimes buy

from us3. Loyal will usually buy from us

4. Insistent will only buy from us

7/30/2019 Fashion MKT 3

11/24

Consumer Behavior Model

7/30/2019 Fashion MKT 3

12/24

Psychological processes ofbuyers

1. The buyers perceptual processa. selective exposure

b. selective attention

c. selective distortiond. selective retention

2. Learning

a. Association learningb. Cognitive learning

7/30/2019 Fashion MKT 3

13/24

Psychological processes ofbuyers

3. Consumer attitudes

7/30/2019 Fashion MKT 3

14/24

Psychological processes ofbuyers

4. Consumer Motivation

7/30/2019 Fashion MKT 3

15/24

Psychological processes ofbuyers

5. Consumer Personality Lifestyle

Self image

how we see ourselves Ideal self image

how we like to see ourselves

Social self image how we think we are seen

Ideal social self image how we would like others to see us

7/30/2019 Fashion MKT 3

16/24

Sociological factors ofconsumer behavior

1. Social groups

2. Opinion leadership

3. The family

7/30/2019 Fashion MKT 3

17/24

Sociological factors ofconsumer behavior

4. Social stratificationClass % Descriptors

A 2.8 Upper middle class

Higher managerial, administrative and professionalB 18.6 Middle class

Intermediate managerial, administrative and

professional

C1 27.5 Lower middle class

Supervisory, clerical or junior managerial,

administrative or professional

C2 22.1 Skilled working class. Skilled manual workers

D 17.6 Working class. Semi-skilled & unskilled manual

workers

E 11.4 Those at about the lowest level of subsistence.

Includes most pensioners and the unemployed

7/30/2019 Fashion MKT 3

18/24

Sociological factors ofconsumer behavior

5. Geodemographics

6. Diffusion of innovation

7/30/2019 Fashion MKT 3

19/24

Factors that influence the rateof diffusion

1. Relative advantage: The more immediateand important the benefits, the faster therate of diffusion in terms of lower cost or

long product life.2. Compatibility: The innovation must

match cultural values, beliefs andexpectations. More recent examples

compatibility concerns are ethical use oflabor and the use of sustainable rawmaterials in garment manufacture.

7/30/2019 Fashion MKT 3

20/24

Factors that influence the rateof diffusion

3. Possibility of trials: The ability to tryon garments or easily exchangethose that cannot be tried on, i.e.

mail order items, is a key factor.

4. Observability or communicability:Ease with which information about

an innovation is transmitted.

7/30/2019 Fashion MKT 3

21/24

Factors that influence the rateof diffusion

5. The complexity of the innovation: Themore complex, in terms of understandingand use, the slower the diffusion. Newer

synthetic fabrics or garments that havecomplicated care or cleaningrequirements are examples.

6. Perceived risk: The greater the risk the

slower the diffusion. Risk can befinancial, physical or social. In addition, aperception may exist that a delay inpurchasing will lead to lower prices.

7/30/2019 Fashion MKT 3

22/24

Factors that influence the rateof diffusion

7. Type of target market: Some groups aremore willing to accept change thanothers, e.g. the young, the affluent or thehighly educated.

8. Type of decision: Depends on whetherthe purchase of the innovation is anindividual or a collective decision.

9. Marketing effort: The rate of diffusion isnot completely beyond the control of thefirm selling it. Greater promotionalspending can speed the diffusionprocess.

7/30/2019 Fashion MKT 3

23/24

The organizational buyer

7/30/2019 Fashion MKT 3

24/24

Chapter Questions

1. Define consumer buyer and organizationalbuyer of fashion.

2. What is meant by consumer behavior?

3. Why do we study fashion buyers?4. Show the fashion consumer decision making

process.

5. Show the types of fashion customers.

6. Draw the graph of fashion consumer behaviormodel.

7. Discuss the psychological process of fashionconsumers.

8 Discuss the sociological factors of consumer