ENGLISH

The Why of the Buy: Consumer Behavior and Fashion Marketing

By Patricia Mink Rath , Stefani Bay , Richard Petrizzi , Penny Gill

Book information

Publisher
Fairchild Books
Year
2014
ISBN
1609018982, 9781609018986
Language
english
Format
PDF
Filesize
17 MB (17546110 bytes)
Edition
2
Pages
480\481
Orientation
portrait
Paginated
yes
Scanned
no
Time added
2024-03-12 19:34:50

Description

How do consumers decide what to buy for their wardrobes and their homes? What drives them to choose one brand over another? This current textbook tells all about how consumer behavior theory and practice is applied in the fashion industry. The second edition of Why of the Buy: Consumer Behavior and Fashion Marketing updates its presentation of how psychology, sociology, and culture influences consumers' fashion purchase decisions-and ultimately impacts the success of global fashion enterprises. 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.

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