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    Consumer Behavior PPT 1&2

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    Aarthi Joseph
    Consumer Behavior in Fashion

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    © All Rights Reserved
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    Consumer Behavior PPT 1&2

    Uploaded by

    Aarthi Joseph
    4 views25 pages
    Consumer Behavior in Fashion

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    Consumer Behavior ppt 1&2

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    © © All Rights Reserved

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    PDF, TXT or read online from Scribd

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    Consumer Behavior in Fashion

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    4 views25 pages

    Consumer Behavior PPT 1&2

    Uploaded by

    Aarthi Joseph
    Consumer Behavior in Fashion

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    of 25

    JD Institute of Fashion Technology

    Consumer Behavior
    MA Fashion Communication Keerthi Balakrishnan
    Lesson Agenda
    1. Introduction to consumer behavior and Psychology
    2. Consumer Decision Making Process Problem recognition
    to Post purchase behavior
    3. Internal factors affecting CB - Consumer Motivation
    4. Internal factors affecting CB - Consumer Learning,
    Perception and Memory
    5. Internal factors affecting CB- Attitude and Personality
    6. External factors affecting CB
    7. Research in consumer behaviour
    8. Ethics and Trends in Consumer Behaviour
    Consumer
    Behavior
    The study of how individuals, groups, and organizations select,
    buy, use, and dispose of goods, services, ideas, or experiences.
    Helps businesses understand what influences consumers' buying
    decisions.
    Psychology
    The scientific study of the human mind and its functions,
    especially those affecting behavior in a given context.
    Concerned with all aspects of behavior and underlying
    thoughts, feelings, and motivations.
    Relies on observation, measurement, and testing to form
    scientifically sound conclusions.
    Consumer Psychology
    Understanding why and how
    individuals or groups engage in
    consumer activities.
    Cognitive processes and
    behaviors involved in purchasing
    products or services.
    Importance of predicting
    consumer behavior through
    understanding information
    processing and actions.
    Relevance in Fashion Business
    Importance:
    Understand consumer expectations.
    Assess consumer product
    preferences for market release.
    Design marketing efforts based on
    consumer likes and dislikes.
    Consumer Buying Behavior:
    Questions explored: What, why, when, how
    often, and for what reason do consumers
    buy?
    Example: Studying why women buy
    moisturizers, preferred brands, usage
    frequency, purchase locations, and buying
    Impact on Business
    Success:
    Essential for successful product
    launches.
    Understanding consumer reaction to
    products to avoid product failure.
    Adapt to changing factors like
    fashion trends, technology, lifestyle,
    and income.
    Customer vs. Consumer
    Customer: Purchases goods or services,
    drives business revenues.
    Consumer: Uses goods and services, can be a
    customer or not.

    Types of Consumers
    Personal Consumers: Buy for personal use,
    household consumption, or gifts.
    Organizational Consumers: Include profit
    and non-profit organizations, government
    agencies, and institutions buying products for
    operations.
    Concept of Consumption
    Definition:
    “Occurs when individuals select,
    purchase, use, or dispose of products,
    services, ideas, or experiences to
    satisfy needs and desires.”
    Includes more than exchanging money
    for goods and services; involves various
    behaviors like shopping, using, and
    disposing.
    Concept of Consumption
    Consumption involves both tangible
    and intangible items.
    Fulfillment of identity creation and
    expression in contemporary society.

    INCOME SPENDING
    Fast Fashion:
    Quick, trend-driven production and
    consumption.
    Often associated with environmental and
    ethical concerns.

    Slow Fashion:
    Emphasizes quality, sustainability, and
    ethical production.
    Focus on long-lasting, timeless pieces.
    Consumer Decision
    Making Process
    Process by which consumers:
    Become aware of needs
    Collect information
    Evaluate alternatives
    Make a purchase decision
    Evaluate their purchase

    Based on economic rationality due


    to limited resources
    Example: Buying Jeans vs. Socks
    How did you decide to buy jeans?
    How did you find information?
    How did you choose where to buy?

    Compare with buying socks:


    Time taken
    Information search
    Decision-making process
    Need Recognition
    Starts when a consumer realizes a need
    Triggered by:
    Internal stimuli (e.g., hunger, thirst,
    emotions)
    External stimuli (e.g., advertisements,
    smells)
    Causes discomfort, leading to the search
    for solutions
    Information Search
    Consumers seek information to identify
    and evaluate alternatives
    Internal Search: Memory recall of past
    experiences
    External Search: Collecting information
    from various sources (friends, ads,
    reviews)
    Four types of sources:
    Personal
    Marketer-controlled
    Public
    Objective services
    Evaluation of
    Alternatives
    Consumers evaluate
    products/brands based on
    attributes
    Influenced by:
    Attitude
    Degree of involvement
    Criteria vary (price, quality,
    convenience)
    Functional and psychological
    benefits considered
    Purchase Decision
    Consumer forms an intention to buy
    Influences:
    Negative feedback
    Unanticipated situations
    Factors in decision:
    Seller’s reputation
    Terms of sale
    Timing and conditions
    Post-Purchase
    Behavior
    Final stage where consumer assesses
    satisfaction
    Cognitive dissonance:
    Post-purchase tension or anxiety
    Engagement strategies:
    Post-purchase communications
    Money-back guarantees
    VIP invitations
    Consumer Satisfaction
    Levels of satisfaction:
    Basic: Meeting expectations
    Exceeding: Consumers return,
    willing to pay more
    Delighting: Care about
    consumers, brand loyalty
    Amazing: Topmost level of
    satisfaction
    Disposal of Product
    Reasons for disposal:
    Functional (e.g., worn out)
    Emotional (e.g., no longer
    trendy)
    Disposal methods:
    Trash, landfill, recycling,
    donation
    Influences on disposal:
    Wardrobe characteristics
    Product characteristics
    Consumer Behavior Patterns

    Factors influencing
    involvement:
    Market complexity
    Product importance
    Consumer interest
    Situational
    characteristics
    Temporary vs. enduring
    involvement
    Consumer Behavior Patterns
    Consumer Buying
    Patterns
    Four types based on involvement and
    brand differences:
    1. Complex buying behavior
    2. Dissonance-reducing buying
    behavior
    3. Habitual buying behavior
    4. Variety-seeking behavior
    Complex Buying Dissonance-
    Behavior Reducing Buying
    High involvement,
    Behavior
    High involvement, few
    expensive products
    brand choices
    Extensive research and
    Limited decision-
    consultation
    making
    Advertising to influence
    After-sale service and
    beliefs and attitudes
    support campaigns
    Habitual Buying Variety-Seeking
    Behavior Behavior
    Low involvement,
    Low involvement, few
    significant brand
    brand differences
    differences
    Routine purchases
    Frequent brand
    Brand familiarity
    switching
    through repetitive
    Strategies for market
    advertising
    leaders and challengers

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