You are on page 1of 24

Bismillahir Rahamanir Rahim

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.

1. The role of consumer behavior in fashion marketing

Why study the fashion buyer?

Why study the fashion buyer?


2. Consumer behavior and target marketing 3. Consumer behavior and the marketing mix
a. b. c. d. Consumer Consumer Consumer Consumer behavior behavior behavior behavior and and and and products promotion price distribution

Fashion consumer decisionmaking 1. Types of consumer decision


How to find out about new styles? What style, color and size to buy? Where to buy from? How to pay? Which bills to pay promptly? When to buy? How many items to buy? Will any accessories need to be purchased? Whether to shop alone or accompanied? Whether to try the garment on? Whether to order an out of stock size or color option? Which sales assistant to approach for help? What to do if the product is unsatisfactory? What will be the reaction of significant others to the purchase? Whether or not to

2. Consumer involvement 3. The decision process

Fashion consumer decisionmaking

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

Consumer Behavior Model

1. The buyers perceptual process


a. b. c. d. selective selective selective selective exposure attention distortion retention

Psychological processes of buyers

2. Learning
a. Association learning b. Cognitive learning

Psychological processes of buyers


3. Consumer attitudes

Psychological processes of buyers


4. Consumer Motivation

Psychological processes of buyers


5. Consumer Personality
Lifestyle Self image
how we see ourselves how we like to see ourselves how we think we are seen how we would like others to see us

Ideal self image Social self image Ideal social self image

Sociological factors of consumer behavior


1. Social groups 2. Opinion leadership 3. The family

Sociological factors of consumer behavior


4. Social stratification
Class A B % 2.8 18.6 Descriptors Upper middle class Higher managerial, administrative and professional Middle class Intermediate managerial, administrative and professional Lower middle class Supervisory, clerical or junior managerial, administrative or professional Skilled working class. Skilled manual workers Working class. Semi-skilled & unskilled manual workers Those at about the lowest level of subsistence. Includes most pensioners and the unemployed

C1

27.5

C2 D E

22.1 17.6 11.4

Sociological factors of consumer behavior


5. Geodemographics 6. Diffusion of innovation

Factors that influence the rate of diffusion


1. Relative advantage: The more immediate and important the benefits, the faster the rate of diffusion in terms of lower cost or long product life. 2. Compatibility: The innovation must match cultural values, beliefs and expectations. More recent examples compatibility concerns are ethical use of labor and the use of sustainable raw materials in garment manufacture.

Factors that influence the rate of diffusion


3. Possibility of trials: The ability to try on garments or easily exchange those 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.

Factors that influence the rate of diffusion


5. The complexity of the innovation: The more complex, in terms of understanding and use, the slower the diffusion. Newer synthetic fabrics or garments that have complicated care or cleaning requirements are examples. 6. Perceived risk: The greater the risk the slower the diffusion. Risk can be financial, physical or social. In addition, a perception may exist that a delay in purchasing will lead to lower prices.

Factors that influence the rate of diffusion


7. Type of target market: Some groups are more willing to accept change than others, e.g. the young, the affluent or the highly educated. 8. Type of decision: Depends on whether the purchase of the innovation is an individual or a collective decision. 9. Marketing effort: The rate of diffusion is not completely beyond the control of the firm selling it. Greater promotional spending can speed the diffusion process.

The organizational buyer

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

You might also like