AMM 230 Chapter 2

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

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Unformatted text preview: AMM230 Fashion Promotion Chapter 2 Consumer Behavior The Role of Consumer Behavior in Promotion Consumption Acquisition Use Disposal 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 The Role of Consumer Behavior in Promotion The Product Life Cycle Introduction Fashion innovators Fashion spets Acceptance Early majority (34% of consumers) Late majority (34% of consumers) Regression Fashion laggers See chart on pg 33 of text Market Segmentation The subdivision of the marketplace into homogeneous subsets of consumers, called target markets or market segments Mass market Niche market 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) Bases for Market Segmentation...
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AMM 230 Chapter 2 - AMM230 Fashion Promotion Chapter 2...

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