The Fashion Consumer: Identification and Analysis

The Fashion Consumer: Identification and Analysis

Chapter 4: The Fashion Consumer: Identification and Analysis Diamond: Fashion Retailing: A Multi-Channel Approach. (C) 2006 Pearson Education, Upper Saddle River, NJ 0745 8. All Rights Reserved Consumer Buying Motives Rational motives Emotional motives Patronage motives Diamond: Fashion Retailing: A Multi-Channel Approach. (C) 2006 Pearson Education, Upper Saddle River, NJ 0745

8. All Rights Reserved Rational Motives Price Care Serviceability Practicality Warranties Safety Diamond: Fashion Retailing: A Multi-Channel Approach. (C) 2006 Pearson Education, Upper Saddle River, NJ 0745

8. All Rights Reserved Emotional Motives Prestige Status Romance Social acceptance Many fashion purchases satisfy an emotional need. Diamond: Fashion Retailing: A Multi-Channel Approach. (C) 2006 Pearson Education, Upper Saddle River, NJ 0745 8. All Rights Reserved

Patronage Motives Service Price Sales associate attention Personal shopping availability Convenience Merchandise assortment The more a retailer offers the more likely shoppers will return for future needs.

Diamond: Fashion Retailing: A Multi-Channel Approach. (C) 2006 Pearson Education, Upper Saddle River, NJ 0745 8. All Rights Reserved Maslows Hierarchy of Needs Survival Needs Safety Needs Social Needs Esteem and Status Needs Self-Actualization Needs Diamond: Fashion Retailing: A Multi-Channel Approach. (C) 2006 Pearson Education, Upper Saddle River, NJ 0745 8. All Rights Reserved

Decision Making 1. 2. 3. 4. 5. Need awareness Gather information Evaluate choices Make decision Satisfaction with decision Diamond: Fashion Retailing: A Multi-Channel Approach. (C) 2006 Pearson Education, Upper Saddle River, NJ 0745 8. All Rights Reserved Self-Concept Theory

Real Self What the person is in terms of ability and appearance. Ideal Self What the person would like to be and is trying to be. Other Self Combination of Real Self and Ideal Self. Ideal Other How others perceive the person and how the person is perceived. Diamond: Fashion Retailing: A Multi-Channel Approach. (C) 2006 Pearson Education, Upper Saddle River, NJ 0745

8. All Rights Reserved Demographics The study of population traits and characteristics. Includes: Population shifts Market size Family status Nationalities Age groups Diamond: Fashion Retailing: A Multi-Channel Approach. (C) 2006 Pearson Education, Upper Saddle River, NJ 0745 8. All Rights Reserved Psychographics Peoples lifestyles and attitudes and the relationship to consumer products purchased. Includes lifestyle profiling and VALS.

Diamond: Fashion Retailing: A Multi-Channel Approach. (C) 2006 Pearson Education, Upper Saddle River, NJ 0745 8. All Rights Reserved The VALS Segments 1. 2. 3. 4. 5. 6. 7. 8. Innovators Thinkers Achievers Experiencers

Believers Strivers Makers Survivors Diamond: Fashion Retailing: A Multi-Channel Approach. (C) 2006 Pearson Education, Upper Saddle River, NJ 0745 8. All Rights Reserved Demographic Factors Population concentrations Climate differences

Age groups Occupations Income Education Diamond: Fashion Retailing: A Multi-Channel Approach. (C) 2006 Pearson Education, Upper Saddle River, NJ 0745 8. All Rights Reserved Age Groups Children Teenagers

Young Adults Young middle-aged Older middle-aged Elderly Diamond: Fashion Retailing: A Multi-Channel Approach. (C) 2006 Pearson Education, Upper Saddle River, NJ 0745 8. All Rights Reserved Social Class Groupings Upper Class Middle Class

Upper-Upper Class Lower-Upper Class Upper-Middle Class Lower-Middle Class Lower Class Upper-Lower Class Lower-Lower Class Diamond: Fashion Retailing: A Multi-Channel Approach. (C) 2006 Pearson Education, Upper Saddle River, NJ 0745

8. All Rights Reserved Family Life Cycle 1. 2. 3. 4. 5. 6. 7. 8. Childless Singles under 45 Childless Singles 45 and over Single Parents Multiple-Member/Shared Households Single-Earner Couples with Children Dual-Earner Married Couples with Children

Childless Married Couples Empty Nesters Diamond: Fashion Retailing: A Multi-Channel Approach. (C) 2006 Pearson Education, Upper Saddle River, NJ 0745 8. All Rights Reserved DuPonts Cohort Study

World War I Babies Roaring Twenties Babies Depression Babies World War II Babies Mature Boomers Mid-Boomers Young Boomers Mature Busters Young Busters Mature Boomlet Diamond: Fashion Retailing: A Multi-Channel Approach. (C) 2006 Pearson Education, Upper Saddle River, NJ 0745 8. All Rights Reserved Trends in Fashion Consumer Behavior and Status

Assessment of on-line buying motivation Reexamination of demographics Diamond: Fashion Retailing: A Multi-Channel Approach. (C) 2006 Pearson Education, Upper Saddle River, NJ 0745 8. All Rights Reserved

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