Consumer Behavior
related to Fashion
Industry

Who is a consumer?
 The consumer, The KING of the market is the one
that dominates the market and the market trends.
 A consumer need not just be an individual; a
consumer can also be an organization.
 A consumer can be someone who will buy either
goods or services or you can also specify the
goods and services as economic services or
products, or good or commodities.

What is consumer Behaviour?
 Consumer behaviour is the study of
 Individuals
 Groups, or organizations
 All the activities associated with the purchase, use and
disposal of goods and services
 Consumer's emotional, mental and behavioural
responses

Consumer Behaviour in Fashion Industry

How consumer behavior affects fashion industry?
Design
Design which appealing to consumer
Production
Production according to consumer demand
Merchandising
Visual merchandising, or visual presentation, is used to
communicate fashion, value and quality attributes of a
store to its prospective customers
Promotion
Sales promotion to influence consumers.

Personal Factor : Age Group
 People of different age have different needs
 Particularly the young Indians in the age of 15 – 25 like to shop more.

Customer Segmentation Based on Age
Age Group: 15-36
• Always up to date on
latest trends and
embrace new fashion
trends
• Frequent shoppers
• Top preference Style,
proper fit, and discounts
offered
• Spend significant
portion of income on
clothes
Age Group: 25-44
• Simplicity but
occasional wardrobe
update
• Professional career
person
• Proper fit, style, price,
ability to mix/match
• Looks for versatile,
modern clothing
• Less likely to jump on
anything trendy
Age Group: 35+
• Sticks to basics
• Occasional shopper
• Desire to save money
on clothes
• Looks for all-in-one
store at good price
• Does not follow latest
trends
• Little desire to stand out
or make statement

Personal Factors
 Occupation
 Professionals, businessman, salaried-workers have different demands.
 Life Cycle Stage
 Newly born, Teenager, Bachelor, Married, Parent, Grand Parent
 Lifestyle
 Personality
 Aggressive, Shy, Introvert, Extrovert, Conservative, Experimental
 Self-Concept
 One`s perceptions towards themselves.

Economical Factors
 Personal Income
 Total Income of the consumer
 Available Income
 Income available to a consumer after deducting taxes and basic cost of living
 Income available with consumer to spend according to his/her wishes
 Family Income
 Income of the family. Lower income families have less demand than
prosperous families
A consumer demands more, and spends more with increase in his/her income or
expectations of future profits or availability of liquid cash or availability of credit but
saves and demands less in its absence. The nature of consumption and buying pattern of
a consumer is also affected by the income of the family and the level of standard of
living.

Psychological Factors

Psychological factors: Motivation
• A motive is an internal force that drives a person to do something i.e. fulfill a need, achieve a
goal, solve a problem.
• The level of motivation also affects the buying behavior of customers.
• Every person has different needs such as physiological needs, biological needs, social needs
etc.

Psychological factors: Perception
 It is a process of selecting, organizing, and interpreting information from our
internal and external environment to form a meaningful picture. All consumers
perceive the same product differently according to their own perceptions.
 There are three different perceptual processes
 selective attention
 selective distortion
 selective retention
 In case of selective attention, marketers try to attract the customer attention.
 Whereas. in case of selective distortion, customers try to interpret the information
in a way that will support what the customers already believe.
 Similarly, in case of selective retention, marketers try to retain information that
supports their beliefs.

Other Psychological factors
 Beliefs and Attitudes
 Customer possesses specific belief and attitude towards various products. Since
such beliefs and attitudes makeup brand image and affect consumer buying
behaviour, therefore, marketers are interested in them. Marketers can change
the beliefs and attitudes of customers by launching special campaigns in this
regard.
 Learning
 It is a process which brings a permanent change in the behaviour of a person.
People generally learn through past experiences and develop a certain
behaviour towards a product or service.

Cultural Factors
 Culture exists to satisfy the needs of people within a society.
 It offers order, direction, and guidance in all phases of human problem
solving by providing tried and true methods of satisfying physiological,
personal, and social needs. Similarly, culture also provides insights as to
suitable dress for specific occasions (e.g., what to wear around the
house, what to wear to wedding, etc.).
 Cultural beliefs, values, and customs continue to be followed as long as
they yield satisfaction. In a cultural context, when a product is no longer
acceptable because it’s related value or custom does not adequately
satisfy human needs, it must be modified.
 The influence of culture on buying behaviour varies from
country to country therefore marketers have to be very careful
in analysing the culture of different groups, regions or even
countries.

Social Factors: Social Class
 Social class refers to divisions of members of a society on the basis of education,
occupation, income etc. Usually people belonging to the same social class have
similar preferences in case of choice of residence, entertainment, luxury products,
etc.
They will be focused
on style and
comfortable rather
than price of product.
They will be focused
on affordable fashion
They will just try to
fulfil there needs
Upper Class Middle Class Lower Class

Social Factors : Social Media
 Social Media
 social media and digital media have drastically changed
how people consume content, especially in the fashion
industry.
 The media plays a significant role when it comes to
fashion.
 Editorial critique, guidelines, and commentary can be
found on television and in magazines, newspapers,
fashion websites, Social network, and fashion blogs. In
recent years, fashion blogging and YouTube videos have
become a major outlet for spreading trends and fashion
tips.
 Social media marketing is a significantly effective
marketing medium.

Other Factors affecting Consumer

Other Factors affecting Consumer