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Chapter Three
The Fashion Consumer and Organizational Buyer
Chapter Outline
Why study the fashion buyer? Fashion consumer decision-making Psychological processes Sociological aspects of consumer behavior The organizational buyer
Fashion buyers
1. Consumer Buyer 2. Organizational Buyer Consumers can be buyers or users or both! Consumers can act as individuals or on behalf of an organisation Fashion designers have two markets the fashion buyer and the consumer
Consumer Behavior
The decision process and physical activity by which individuals engage in when evaluating, acquiring, using or disposing of goods and services.
Types of Customer
1. Promiscuous will shop around for the best deal 2. Occasional will sometimes buy from us 3. Loyal will usually buy from us 4. Insistent will only buy from us
2. Learning
a. Association learning b. Cognitive learning
Ideal self image Social self image Ideal social self image
C1
27.5
C2 D E
Chapter Questions
1. 2. 3. 4. 5. 6. 7. 8. Define consumer buyer and organizational buyer of fashion. What is meant by consumer behavior? Why do we study fashion buyers? Show the fashion consumer decision making process. Show the types of fashion customers. Draw the graph of fashion consumer behavior model. Discuss the psychological process of fashion consumers. Discuss the sociological factors of consumer