Fashion marketing week 2
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- Created by: jmf00632
- Created on: 23-02-20 21:28
factors influencing consumer behaviour
Psychological, personal, social, buyers responses, cultural, enviro influences, marketing programs
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environmental influences e.g.
what type of environment do we grow up in?
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try to understand consumer motivation...
what motivate us to buy?
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understand aspects of personality and the self-aspect –
how people see themselves and place themselves in the enviroment
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touch on cultural aspects
how culture influences our decisions
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customer decision making process (5)
awareness, consideration, ,purchase, retention, advocacy
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cognitive disorder
when you buy something, and you regret buying it
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• we are influenced by what motivates us – as a need we would put fashion as (maslows triangle)
psychological/ safety
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• however fashion is different. we want to achieve
self- actualisation and esteem. so wearing clothes satisfies the needs of the lower part of the triangle but fashion satisfies the higher part of the triangle.
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it also satisfies.....
belonging – cultural influences such as business dress codes e.g. banks or religion
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low involvement....
“A person’s perceived relevance of an object based on his or her inherent needs, values, and interests” (Naderi, 2013)
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argument for involvement
(It has been argued that ‘while there are individual differences in levels of involvement with a given product, with a relatively homogenous population, the rank order of involvement with an array of products are expected to be reasonably constant)
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yo
see notes for more info (poster)
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fashion conscious is defined as.... (Anac and mihic 2015)
a person’s involvement in incorporating up-to-date fashion style into his/her fashion clothing. It affects purchase decision and consumption behaviour. • for example, fashion consciousness would be the influencers
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fashion concious - practical implications (naderi 2013)
• Highly fashion involved consumers are an important market segment – they are a big part of the diffusion process. when we want to bring a new line market, we target them. they help us to reach a bigger audience. they are less price sensitive
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self concept definition
The beliefs a person holds about his or her qualities and how he or she evaluates these qualities (Solomon & Rabolt 2009) – e.g. Rebecca in the confessions of a shopaholic
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however the self concept is not stable as it.....
as it evolves as we grow up – as a child we are forming who we are and we continue to do that as a teenager- so there is cirtisms that marketing shouldn’t target children and teenagers as they have not fully understood who they are
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the self concept includes......
Cognitive, Affective and Behavioural components
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cognitive component
Self as structure- The self-schema refers to a long lasting and stable set of memories that summarize a person's beliefs, experiences and generalizations about the self: “it’s so me” vs. “it’s just not me”
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conginitive component - example
– e.g. the fashion brands we like so you have to understand that consumers have an idea in their head of who they are and who they are not. e.g. I wouldn’t purchase luxury as it is outside of my self-structure
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. Affective/ Evaluative Component
self esteem - feelings of self-worth i.e. the positivity or negativity of self
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affective / evalutive component continued (body image)
“Body image is a person’s perceptions, thoughts, and feelings about his or her body. Body image has an effect in the way the individual dresses”
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continued.....
Feeling poor about one’s body can result in body dissatisfaction. When people are dissatisfied with their bodies they take measures to change them, called appearance management behaviour.
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there are 2 categories of body iamge
routine and non- routine
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Routine appearance management behaviors
are frequent procedures that carry little to no health risk, such as ironing clothing, wearing make-up, and exercise
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non-routine appearance managment behaviours
are engaged in less frequently and carry some degree of risk or pain, such as tattooing, liposuction, anorexia, bulimia, or chronic dieting.
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behavioural component
based on observations of own behaviour and the situations that it occurred what do I think of myself? Ideal self image how we like to see ourselves? Social self image (social comparison) our comparison with others in society how we think we are seen?
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continued
Multiple selves and identities and ideal social self image
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image congruence hypothesis
• The image congruence hypothesis states that consumers tend to select products and stores that correspond to their self-concept.
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in simple terms -
– it says that by choosing and selecting products we are trying to keep a consistent self-image – extended self – they try to buy things that presents themselves - consistent self image
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challenges of using the self-concept
WHAT KIND OF SLEF ARE WE TRYING TO HAVE CONISTENCY WITH? – THE MARKETERS NEED TO BE VERY SPEFICIC AND UNDERSTAN WHAT TYPE OF THEMSELVES THAT THEY ARE TRYING TO BE CONSISTENT WITH FOR THEE REASONS THE SLEF CONCPET MAY NOT E A GREAT SEFL CONCEPT TO FO
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challenges of using the self-concept
Complex & multifaceted which self dimension to target at which context? Malleable not static, one’s definition of the self may change as he or she progresses through the lifecycle.
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continued
Culture-dependent a consumer’s emphasis on a self dimension can be influenced by his or her culture individualist vs. collectivist culture
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Aesthetic perception and learning - there are 3 qualities
Formal qualities are the elements and principles of design, Expressive qualities are the emotions associated with wearing the apparel product, and Symbolic qualities are meanings associated with the apparel product.
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rudd/ lemon body of aesthetics • (Reilly & Rudd, 2009
• Creating a visual appearance is more complex than one would think. • The act of dressing appears to be simply putting on clothes, but underneath this straightforward behavior lay a constellation of variables that influence our dress selections.
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Other cards in this set
Card 2
Front
environmental influences e.g.
Back
what type of environment do we grow up in?
Card 3
Front
try to understand consumer motivation...
Back
Card 4
Front
understand aspects of personality and the self-aspect –
Back
Card 5
Front
touch on cultural aspects
Back
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