Chapter 9 Demographics, Psychographics, and the Fashion Consumer
Demographics allow us to describe who buys, but psychographics allow us to
understand why they buy
What Are Demographics?
Demographics: categorizing customers according
Chapter 8 Social Influences on Fashion Consumers
Forces that Influence Behavior
Social forcesthose outside ourselves and our familieschange, reinforce, and drive
What Is Social Influence?
Social influence: Information or pressure exerted o
Chapter 7 Age, Family, and Life Cycle Influences
The Changing Face of the American Consumer
New groups of consumers with unique preferences and habits are continually emerging
Groups are often identified by age, as well as by current stage of life and f
Personality and the Fashion Consumer
What Is Personality?
Personalities are lasting, but they can change
Example: Someone who matured and became more mellow after marrying
o Behavior is guided by the prima
Chapter 5 Attitude and the Fashion Consumer
What Is Attitude?
Attitude: our settled opinion-either negative or positive-about people, places, ideas, or
Attitudes are learned or formed after some thought
The things we form attitudes about are kno
Chapter 4 Motivation and the Fashion Consumer by Jay Yoo, Ph.D.
Why do people wear clothing?
Motivation for Wearing Clothes
o The definition of modesty varies greatly from place to place, as well as over time
o Beauty varies from culture to cult
Chapter 2: Consumer Behavior, Marketing, and Fashion A Working Relationship
Understanding the Marketing Place
Key: Understand marketplace conditions and respond appropriately to them
Buyers market versus sellers market
o Buyers market
More sellers than
Chapter 3 How fashion consumers perceive, learn, and remember
o Refers to the immediate responseof our sensory receptors(eyes, ears, nose
o Process by which these sensations are selected, organized, and interpreted