CONSUMER BUYING
BEHAVIORS
FASHION DESIGN
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OBJECTIVES
• The learner will do the following:
• Identify factors that lead to consumer purchasing decisions
• Propose practices for effectively managing apparel
and accessory costs, care, and maintenance
• Compare various sources for apparel purchases
Copyright © Texas Education Agency, 2014. All rights reserved.
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WHAT ARE CONSUMER
BUYING BEHAVIORS?
• Consider an apparel item you are wearing today (ex: your shirt, pants, dress,
shoes, etc.)
• What factors led you to buy that item?
• How much did it cost? (approximately)
• Are you happy with your purchase decision?
• Consumer buying behaviors refer to the pattern of purchasing decisions a
consumer makes.
Copyright © Texas Education Agency, 2014. All rights reserved.
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PURCHASING DECISIONS
• Consumers evaluate many factors when determining what apparel items to buy
• Purchasing decisions can happen in an instant, either consciously or
unconsciously
• Consider the buying factors that led you to a purchase decision, and rank them
in order of priority…
Cost
Reputation
Comfort
Brand name
Product life span
Functionality
Quality
Emotional response
Low maintenance
Copyright © Texas Education Agency, 2014. All rights reserved.
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COST
• Ways to manage your apparel cost:
• Complete a wardrobe inventory chart, identify needs in your wardrobe
and focus on fulfilling those needs
• Shop off-season
• Utilize sales and promotions
• Shop at off-price retailers, thrift stores or
consignment shops
• Analyze cost-per-wear
Copyright © Texas Education Agency, 2014. All rights reserved.
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BENEFIT FROM
BUYING BEHAVIORS
• Once you identify buying behaviors, you can use the information to:
• Advertise your products
• Market to your customers’ interests
• Make adjustments to products as needed
• Have satisfied, returning customers
Copyright © Texas Education Agency, 2014. All rights reserved.
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STUDENT ASSIGNMENT
Student Role-Play
Imagine you are a professional fashion stylist. You have a new
client who is in need of new apparel for an upcoming event.
Use your knowledge of consumer buying behaviors to shop
online for your client’s wardrobe needs. Keep a running total
of how much each item will cost and what the grand total will
be. You must stay within your client’s budget.
Copyright © Texas Education Agency, 2014. All rights reserved.
Images and other multimedia content used with permission.