Opis: The Why of the Buy - Richard Petrizzi, Penny Gill, Stefani Bay

How do consumers decide what to buy for their wardrobes and their homes? What drives them to choose one brand over another? This current textbook tells all about how consumer behavior theory and practice is applied in the fashion industry. The second edition of Why of the Buy: Consumer Behavior and Fashion Marketing updates its presentation of how psychology, sociology, and culture influences consumers' fashion purchase decisions-and ultimately impacts the success of global fashion enterprises. The unifying element of this text is its presentation of current knowledge of consumer behavior applied to the fields of fashion and design in an enthusiastic and relevant way that will attract and engage students. New to this Edition ~ New Chapter 11, Social Media and the Fashion Consumer, explores how the relationship between marketers, retailers, and consumers is aided by social media and the internet ~ Added discussion of Omnichannel retailing in Chapter 13 ~ Expanded and updated coverage of technology, ethics, and social responsibility ~ What Do I Need to Know About .? list the objectives of each chapter and provide a roadmap for study ~ More than 20% new photos all in full color Chapter Features ~ Let's Talk features throughout each chapter encourage students to relate the topic to their experiences and observations ~ Case in Point and Point of View box features in each chapter offer real life case studies or current viewpoints on relevant consumer behavior and marketing topics ~ Chapter mini-projects offer an opportunity to apply chapter concepts to realistic fashion settings ~ Summaries, Key Terms, Questions for Review and Activities "... if you LOVE fashion, you want a fashion focus which is the strength of Fairchild. If you require a Fairchild book you know you have a fashion focus." -- Deborah Fowler, Texas Tech, USA The Why of the Buy is the only text that focuses primarily on the fashion consumer in depth. -- Wanda Dooley, Wood Tobe-Coburn, USA The book covers consumer behavior theory specifically in the context of the fashion industry. -- Patricia Warrington, Texas Christian University, USAPreface Acknowledgments Introduction Part I: We Are All Consumers Chapter 1 Why Is Consumer Behavior Important to the Fields of Fashion and Design? Chapter 2 Consumer Behavior, Marketing, and Fashion: A Working Relationship Part II: Internal Factors Influence Fashion Consumers Chapter 3 How Fashion Consumers Perceive, Learn, and Remember Chapter 4 Motivation and the Fashion Consumer Chapter 5 Attitude and the Fashion Consumer Chapter 6 Personality and the Fashion Consumer Part III: External Factors Influence Fashion Consumers Chapter 7 Age, Family, and Life Cycle Influences Chapter 8 Social Influences on Fashion Consumers Chapter 9 Demographics, Psychographics, and the Fashion Consumer Part IV: How Fashion Marketers Communicate and Consumers Decide Chapter 10 How Marketers Obtain and Use Consumer Information Chapter 11 Social Media and the Fashion Consumer Chapter 12 Consumer Decision Making Chapter 13 How Fashion Consumers Buy Chapter 14 Global Consumers of Fashion and Design Part V: Fashion Consumers and Responsible Citizenship Chapter 15 How Ethics and Social Responsibility Impact Consumer Behavior Chapter 16 The Role of Government for Fashion Consumers Glossary Credits Index

Szczegóły: The Why of the Buy - Richard Petrizzi, Penny Gill, Stefani Bay

Tytuł: The Why of the Buy
Autor: Richard Petrizzi, Penny Gill, Stefani Bay
Producent: Fairchild Books
ISBN: 9781609018986
Rok produkcji: 2014
Ilość stron: 480
Oprawa: Miękka
Waga: 1.48 kg

Recenzje: The Why of the Buy - Richard Petrizzi, Penny Gill, Stefani Bay