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    Consumer Behaviour in Fashion

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    Consumer behavior is the study of how individuals, groups, and organizations select, buy, use, and dispose of goods, services, ideas, or experiences to satisfy needs and wants. Understanding consumer behavior is important for fashion marketers to design effective marketing strategies. Studying consumer behavior provides insights into market segmentation, cultural influences on buying habits, and emerging trends that fashion brands can use to better serve customers.

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    Consumer Behaviour in Fashion

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    rathorebaisa
    275 views18 pages
    Consumer behavior is the study of how individuals, groups, and organizations select, buy, use, and dispose of goods, services, ideas, or experiences to satisfy needs and wants. Understanding consumer behavior is important for fashion marketers to design effective marketing strategies. Studying consumer behavior provides insights into market segmentation, cultural influences on buying habits, and emerging trends that fashion brands can use to better serve customers.

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    Consumer behavior is the study of how individuals, groups, and organizations select, buy, use, and dispose of goods, services, ideas, or experiences to satisfy needs and wants. Understanding consumer behavior is important for fashion marketers to design effective marketing strategies. Studying consumer behavior provides insights into market segmentation, cultural influences on buying habits, and emerging trends that fashion brands can use to better serve customers.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    275 views18 pages

    Consumer Behaviour in Fashion

    Uploaded by

    rathorebaisa
    Consumer behavior is the study of how individuals, groups, and organizations select, buy, use, and dispose of goods, services, ideas, or experiences to satisfy needs and wants. Understanding consumer behavior is important for fashion marketers to design effective marketing strategies. Studying consumer behavior provides insights into market segmentation, cultural influences on buying habits, and emerging trends that fashion brands can use to better serve customers.

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    CONSUMER BEHAVIOUR

    APPLICATION OF CONSUMER BEHAVIOUR IN FASHION

    Presented by
    Onima Tayeng Pooja Yadav Shubhangi Singh Rathore Stanzin Rangdol Tejashwini Yalwar

    A CONSUMER
    An individual who buys products or services for personal use and not for manufacture or resale. A consumer is someone who can make the decision whether or not to purchase an item at the store, and someone who can be influenced by marketing and advertisements.

    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.

    CONSUMER BEHAVIOUR IN FASHION


    It is very different from the consumer behaviour towards FMCG and other products not related to fashion. In buying fashion goods consumers do not calculate costs and advantages of particular items, but the fascination and charisma motivates the buy.

    APPLICATIONS OF CONSUMER BEHAVIOUR


    1. 2. 3. 4. 5. Understanding the customer Designing appropriate marketing strategy Framing public policy Social marketing Customer become BETTER and AWARE CUSTOMERS

    MARKETING STRATEGY FOR MAKING BETTER MARKETING CAMPAIGNS

    Helps understand the consumer mind set. Helps understand the factors that influence the consumer. For new products in the market: Companies that introduce new products must be well financed so that they can stay afloat until their products become a commercial success and It is important to please initial customers, since they will in turn influence many subsequent customers brand choices.

    FRAMING PUBLIC POLICY

    Consumers behavior can be useful to legislator, regulator and government polices and rules to protect consumer from unfair, unsafe and inappropriate marketing strategies. Marketers decision affects the public policy action.

    SOCIAL MARKETING

    It involves getting ideas across to consumers rather than selling something

    BETTER AND AWARE CUSTOMERS

    Better and well informed customers Studying consumer behavior should make us better consumers.

    RELEVANCE OF STUDY OF CONSUMER BEHAVIOR REGARDING THE PURCHASE OF FASHION APPAREL AND PRODUCTS

    Information about demographics of the targeted audience.


    Understanding and analysising culture and sub culture and other relevant variables. Information about people and habits of consumers segmentation

    NEED OF UNDERSTANDING CB IN FASHION INDUSTRY


    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)

    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

    Fashion and design purchase are unique.

    Fashionable items are used primarily to make statements about:


    Ourselves Our taste

    Our value
    Our identities Our aspirations- that is the way we want others to see us.

    MARKETING
    Marketing is an organizational function meant For creating, communicating and delivering value to customers. For managing customer relationships in ways that benefit the organization and its stakeholders. Objective : To create goodwill, interest, excitement and desire among prospective buyers

    ACTIVITIES OF MARKETING
    Research Product development Pricing Promotion Media planning Advertising Distribution 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.

    RECENT APPROACHES TO MARKETING


    The essence of modern marketing concept is that the firm must take its marching orders from the market and it must produce what the market needs.
    Guerilla marketing: unconventional marketing tactics , designed to get maximum results from minimal resources. Ambush marketing: placing unique marketing materials in venues that result in consumer and media attention.

    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 and novel in the way it is presented and thus takes the audience by surprise and gets the message across.

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