Fashion Marketing Consumer Behaviour. Learning Objectives At the end of this session, you will understand: –The consumer decision making process –The.

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 consumer’s 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

Problemrecognition

Informationsearch

Evaluatealternatives Purchase

Post-purchaseevaluation

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

Kapferer’s 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 gentleman’s 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 www.ralphlauren.com to see images of this lifestyle

Celebrity endorsement

Celebrities often endorse a brand’s personality

Gwyneth Paltrow making anadvert for Tod’s, directed byDennis Hopper

She replaced Sienna Miller as the face of Tod’s and evokes the brand’s timeless elegance