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The number of babies born per year |
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How consumers feel about the state of the economy |
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(1) The movement protecting consumers by requiring honest packaging and product guarantees (2)The theory that the greater consumption of economic goods is beneficial (3) The attachment to materialistic values and possessions |
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The measurable statistics concerning a population, particularly its size, composition, and distribution |
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The amount of money consumers have after meeting all the expenditures for necessities |
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The amount of money, after taxes, that people have left for necessities such as food, shelter, utilities, and transportation |
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A consumer-measuring technique combining geography and demographics, first devised by Claritas Corp |
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The influx of people into a country from another country |
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The money and other assets that people typically receive in a year from their work, property, and other investments |
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The length of time people will live, and how long they can be productive in the economy and in society |
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An individual's distinctive way of living; a pattern that influences a person's choice in all areas of life, from how to spend time to how to spend money |
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The importance that we attach to the things we own |
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Per Capita Personal Income |
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The total income of a prescribed area divided by the total population |
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PRIZM NE (Potential Rating Index by ZIP Code - New Evolution) |
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A geodemograpgic method of segmenting markets by ZIP codes, and then combining demographics (such as income and education) with lifestyles, thus identifying areas of similar consumer behavior throughout the United States |
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Research questionnaire tool through which respondents can indicate their level of favorable or unfavorable opinion across a range of answers |
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Observational research method whereby on observer or team of observers keep a written tally of the category being studied |
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A qualitative research method that involves one participant offering thoughts and opinions to a researcher |
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Qualitative research method that gathers a small group of consumers with a moderator to discuss and offer opinions about a product, service, or other marketing-related topic |
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Quantitative research tool that presents a statement and asks consumers to select a degree of agreement or disagreement with the statement |
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Shopping magazines such as Lucky, featuring fashion, and Domino, showcasing home decor |
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The process of analyzing a given marketing opportunity or problem finding solution though understanding the behaviors and preferences of the market's consumers |
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The specific information marketers want to learn though a research study |
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Creating an original study to match specifically - you have to fing it |
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Research that is subjective, focusing on peoples opinions and attitudes towards a product or service - open ended questions - obtain information & have to code it - TYPES: Focus groups: guided discussion among a small group of consumers Depth interview: one-on-one session between a consumer and researcher -Product seeding: like product placement |
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Research that is objective, focusing on collecting numbers and facts that can be analyzed statistically - closed ended question - the way we are doing research - can be done on web, email, website or in person by an interviewer (by phone, at a store or mail, ect.) - attitude scales that allows consumers to express feeling |
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Locating data from existing sources that meets a studies research objectives - specific thing that your looking at - Advantage: Saves time and expense of conducting original studies - Sources: Government agencies, market research firms, newspapers & magazines, trade associations, textbooks, ect. |
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Fashion event in which a designer or a manufacturer brings an entire line to a local store for customers to see and buy |
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Quantitative & qualitative research |
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Print Broadcasting Fashion shows In-store displays and promotions |
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How Fashion Marketers Communicate with Consumers |
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Traditional Media & New Media |
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The way stores put you in the mood to buy/use the things that they sell |
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Email, E-zines, Interactive Web sites, Blogs, Text messages, Word-of-mouth |
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Difference between current state and desired state |
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1) problem awareness 2) Collect Information about alternative solutions 3)Review and Evaluate the Alternatives 4)Select the Best Alternative |
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Collect Information about alternative |
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Influences, past experiences, - levels of involvement: high medium low - Perceived Risk: the chances for loss, physical, physiological |
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Review and Evaluate the Alternatives |
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Personalize and priotitize the alternatives Consider brand equality as needed Refer to marketing materials for appropriate education |
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Select the Best Alternative |
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Consumers job - compare total benefits |
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After Purchase Evaluation |
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Has it met your expectations |
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Rational, behavioral, and Experiential |
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Heuristics
Inertia
Ethnocentrism (we are the better culture & the norm)VS. Xenocentrism Relativism (knowledge truth) |
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The use of actions that consumers have learned to specific stimuli as a basis for decision making |
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Situation in which individuals make consumption choices that relate specifically to their own culture |
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Use of the overall experience as opposed to a particular decision criterion in decision making |
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Extensive decision making |
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Decision making process in which the consumer weighs the pros and cons, along with the perceived risks and benefits |
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Awareness of a need or "problem" that is stimulated by others such as marketers |
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Simple mental rules of thumb that helps us make decisions more quickly |
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Act of completing a consumption activity or buying the same brand because it takes little or no energy |
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The search for and selection of data that provide an adequate foundation for making good decisions |
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The process of sorting through collected data, then prioritizing and selecting that which best meets our information objective |
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Awareness of a need or "problem" that originates within an individual |
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Process of decision making that involves some thought, but frequently involves general rules of thumb we've learned or borrowed from others |
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State in which a consumer perceives an inbalance between his or her current ("as is") situation and an ideal ("should be") situation |
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The risk a customer believes exists in the purchase of goods or services whether or not a risk actually exists |
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The use of logically based, left-brain thinking to process information and carefully review the pros and cons of a decision |
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Routine/habitual decision making |
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Situation in which not much thought is needed to reach a decision |
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A style or fashion that is characterized by a simplicity of design that keeps it from becoming easily dated |
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Stage in fashion's life cycle when it is experiencing decreasing sales and availability only in the lower price ranges |
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A short-lived fashion that burst onto the scene, is wildly popular among a target group of consumers, and then disappears |
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People who adopt a look only after they are sure of a fashion trend |
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The length of time a given look or style is popular |
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Term for offering consumers the latest fashions as quickly as possible |
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Stage of the fashion life cycle when a new life style fist appears |
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The use of catalogs, stores, and the Internet in a coordinated marketing plan |
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Obsolescence or Rejection Phase |
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Stage that marks the end of a style's fashion life cycle, indicating that the look is out-of-date and no longer being sold |
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Stage in of the fashion cycle when a style is at the height of its acceptance and popularity |
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The period of the fashion cycle when a look is growing in popularity |
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Fashion industry term for copies of the original |
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