The why of the buy : consumer behavior and fashion marketing / Patricia Mink Rath, Marketing Education Consultant--Winnetka, IL, Stefani Bay, The Illinois Institute of Art--Chicago, Richard Petrizzi, The Illinois Institute of Art--Chicago, Penny Gill, PWG Communications Inc., White Plains, NY.
By: Rath, Patricia Mink.
Material type:
TextPublisher: New York : Fairchild Books, An Imprint of Bloomsbury Publishing Inc., 2015Edition: Second Edition.Description: xx, 451 pages ; 26 cm.Content type: text Media type: unmediated Carrier type: volumeISBN: 9781609018986 (alk. paper).Subject(s): Fashion merchandising -- School of Business and Education | Consumer behavior -- United StatesDDC classification: HD 9940 .R38 2015 | Item type | Current location | Collection | Call number | Status | Date due | Barcode | Item holds |
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Long Loan Book
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Kirinyaga University Library General Stacks | Non-fiction | HD 9940 .R38 2015 (Browse shelf) | Available | KYU/2017/5803 |
Includes bibliographical references (pages 433-434) and index.
Preface -- Acknowledgments -- Introduction -- We are all consumers -- Why is consumer behavior important to the fields of fashion and design? -- Consumer behavior, marketing, and fashion : a working relationship -- Internal factors influence fashion consumers -- How fashion consumers perceive, learn, and remember -- Motivation and the fashion consumer -- Attitude and the fashion consumer -- Personality and the fashion consumer -- External factors influence fashion consumers -- Age, family, and life cycle influences -- Social influences on fashion consumers -- Demographics, psychographics, and the fashion consumer -- How fashion marketers communicate and consumers decide -- How marketers obtain and use consumer information -- Social media and the fashion consumer -- Consumer decision making -- How fashion consumers buy -- Global consumers of fashion and design -- Fashion consumers and responsible citizenship -- How ethics and social responsibility impact consumer behavior -- The role of government for fashion consumers -- References -- Glossary -- Credits -- Index.