AMM 230 Chapter 2 - AMM230 Fashion Promotion Chapter 2...

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AMM230 Fashion Promotion Chapter 2 Consumer Behavior
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The Role of Consumer Behavior in Promotion Consumption Acquisition Use Disposal
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The Role of Consumer Behavior in Promotion Gather information Product Use Recognize need Search, evaluate, chose among brands Product Acquisition Post – purchase Evaluation Product Disposal Discard Reuse Recycle
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The Role of Consumer Behavior in Promotion The Product Life Cycle Introduction Fashion innovators Fashion specialists Acceptance Early majority (34% of consumers) Late majority (34% of consumers) Regression Fashion laggers » See chart on pg 33 of text
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Market Segmentation The subdivision of the marketplace into homogeneous subsets of consumers, called target markets or market segments Mass market Niche market
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Bases for Market Segmentation Demographic Segmentation Age - Generation Z (1995-Present) Echo Boomers/Gen Y (1977-1994) Generation X (1965-1976) Baby Boomers (1946-1964) Silver Streakers (1912-1945)
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