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Analyses the factors affecting how consumers purchase fashion apparel

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  • Essay length: 935 words
  • Submitted: 05/05/2008
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AS and A Level Marketing & Research

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Title

Analyses the factors affecting how consumers purchase fashion apparel.

Background

Consumers usually choose certain products, services or other activities over others because they are connected to certain lifestyle. Often, their decision making is not only based on personal experiences but also on external factors. Fashion marketers need to identify appropriate market segments in order to target the most profitable market.

The factors usually which include personal factors, psychological factors, reference groups, demographic family, opinion reader, social class, and culture. In Maslow's hierarchy of needs, as individual move higher up the hierarchy, their needs, and motivation will different. Largely beyond the control and influence of the marketer, have a major effect on consumer behaviour and purchasing decision. Despite their incapacity to exercise any considerable influence on the above factors, marketers can have some bearing on the outcome of the buying process by using different marketing tools, the most productive being the 4Ps - product, price, place and promotion - also known as the marketing mix. While the value and current standing of the mix as a marketing toolkit is frequently challenged marketing practitioners nonetheless widely view as the 4Ps as the tools that can impact the

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