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Product Description
Product Description
Consumer behavior affects all aspects of the fashion industry, design, production, and merchandising and promotion at all levels, as much as it affects retailing. The Why of the Buy: Consumer Behavior and Fashion Marketing addresses how psychology, sociology, and culture all influence the how, what, when, where, and why of the buy. The unifying element of this text is its presentation of current knowledge of consumer behavior applied to the fields of fashion and design in an enthusiastic and relevant way that will attract and engage students. Chapter-opening vignettes place the chapter topics in real world settings that students can relate to, and as these stories are revisited throughout the chapter, students can see how theory derives from actual consumer behavior. Longer cases at the end of each unit cover all of the chapters within the unit, providing further examples of the relevance of the text to their own behavior as consumers and as future professionals in the fashion industry.Features- Learning objectives at the beginning of each chapter as well as bold-faced key terms which are defined immediately.- Intriguing feature boxes about aspects of consumer behavior, marketing applications, and business and fashion profiles throughout the text- "Let's Talk" feature within the text of each chapter encouraging students to relate the topic to their own experience and observations- End-of-chapter activities include a brief summary based on learning objectives, key terms, review questions, in-class and out-of-class activities, and either a mini-project or brief case.- Instructor's Guide provides suggestions for planning the course and using the text - PowerPoint(r) Presentation provides outlines and ideas for lectures; compatible with PC and Mac platforms
About the Author
Patricia M. Rath, International Academy of Design and Technology, Chicago. Stefani Bay Illinois Institute of Art, Chicago. Richard Petrizzi Illinois Institute of Art, Chicago. Penny Gill Writer/Journalist.
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3 reviews
1 of 1 people found the following review helpful
Excellent Perspective
12 Feb 2011
Full disclosure: one of the authors was my professor, this book was actually released two weeks prior to my course beginning.
While I am not in the fashion industry, nor is my degree, this book contains a lot of valuable information about consumers. It is an excellent resource for me whenever I need a refresher on consumer behavior and understanding retail.
While I am not in the fashion industry, nor is my degree, this book contains a lot of valuable information about consumers. It is an excellent resource for me whenever I need a refresher on consumer behavior and understanding retail.
1 of 6 people found the following review helpful
The why of the Buy
16 Aug 2008
I purchased the book for my granddaughter. She needed it for a course she is taking at the California College of Design. I aske dher what she thought of the book and she said it was easy to understand and enjoyed the illustrations.
0 of 6 people found the following review helpful
Great Purchase!
28 Feb 2010
Amazon Verified Purchase
We were very pleased in the condition of the book and the speedy time it took to receive this book.
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