Fashion Marketing Consumer Behaviour

Learning Objectives At the end of this session, you will understand: –The consumer decision making process –The purchase decision-making process –How brands create relationships with consumers

Information Processing What makes us behave in certain ways? Why do people behave differently from each other? How do we process information? How does this influence Marketing Communications?

Factors That Affect The Buying Process Cultural – culture, sub-culture and class Social – parents, family, peers, groups Personal Psychological

Social Factors: Group Behaviour People are group creatures and always will be. As a result, they are continually occupied with reducing the risk of not belonging to any group. For the majority of the population, this is the most important drive. Wim Buffing, Retail Branding by Michael Van Tongeren

Personal Factors: Personality Determines consumers response to the environment Reflects individual differences Is consistent & enduring, but can change with time Psychological characteristics of consumers that determine response to the environment –the way your hair is styled –leisure activities; an outgoing person may not buy the same goods as an inhibited, aloof individual Mood can affect buying, a short lived emotion –affected by environment, salespeople, communications

Personal Factors: Demographics Age and life-cycle stage Occupation Economic circumstances Lifestyle

Personal Factors: Perception How individuals see and make sense of their environment We are exposed to numerous advertisements every day We need to filter Our attention is caught by - –intensity & size –position –contrast –novelty –repetition –movement

Awareness Awareness of the existence and availability of a product or service is necessary before the information can be processed, and purchase behaviour expected –i.e. getting attention of target audience Many different techniques have been developed –E.g. advertising Once awareness is achieved, it should not be neglected!

Simple Model of Purchasing Behaviour

Buying Decision Making Process

Consumer buying decision process Personal Demographic Occupation Situational Life style Personality Social Reference groups Family Roles & status Psychological Perception Motives Ability Attitudes Personality Problem recognition Information search Evaluate alternatives Purchase Post-purchase evaluation Cultural Culture Sub-culture Social classes

Brand Identity Strong brands have strong brand identities Consumers identify with the brand at an emotional level They often aspire to the lifestyle suggested by the brand

Kapferers view of branding Customer Reflection: Every product is designed to satisfy some need of the intended customer base. A consumer has to be reflected in a way, which would show how he or she could image himself consuming a particular good. For example: - using Body Shop means being eco / ethical - driving a sports car means being daring / adventurous Questions that need to be asked are: What would the users imagine while using the product? Customer Self Image: Consumers get attracted to those brands in which they see their own traits. So the customer self- image goes hand with brand personality.

Lifestyle: Ralph Lauren Ralph Lauren invented a world of aristocratic good taste at a time when the upwardly mobile shared a dream for prestige, wealth and exotic adventure. He was credited with introducing lifestyle merchandising – a gentlemans club with mahogany panelling and brass fixtures. His shops were like film sets and his adverts, shot by Bruce Weber were like stills from movies that had never been made. Look at to see images of this lifestylewww.ralphlauren.com

Celebrity endorsement Celebrities often endorse a brands personality Gwyneth Paltrow making an advert for Tods, directed by Dennis Hopper She replaced Sienna Miller as the face of Tods and evokes the brands timeless elegance