The Why Of The Buy: Consumer Behavior And Fashion Marketing

- Why Consumer Behavior Is Important to the Fields of Fashion and Design
- Consumer Behavior, Marketing and
- Fashion: A Working Relationship
- How Fashion Consumers Perceive, Learn, and Remember
- Motivation and the Fashion Consumer
- The Fashion Consumer's Attitudes and Values
- Family, Age and Life Cycle Influences
- Social Influences on Fashion Consumers
- Demographics and Psychographics
- How Marketers Obtain and Use Consumer Information
- How Fashion Consumers Make Decisions
- How Fashion Consumers Buy
- How Organizations (and Businesses) Buy and Use Fashion Goods
- Global Fashion Consumers
- Ethics and Social Responsibility
- Government's Role
- Learning objectives at the beginning of each chapter as well as bold-faced key terms which are defined immediately.
- Intriguing feature boxes about aspects of consumer behavior, marketing applications, and business and fashion profiles throughout the text
- "Let's Talk" feature within the text of each chapter encouraging students to relate the topic to their own experience and observations
- End-of-chapter activities include a brief summary based on learning objectives, key terms, review questions, in-class and out-of-class activities, and either a mini-project or brief case.
- Instructor's Guide provides suggestions for planning the course and using the text
- PowerPoint Presentation provides outlines and ideas for lectures; compatible with PC and Mac platforms