fashion marketing consumer behaviour. learning objectives at the end of this session, you will...
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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
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