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Consumer Behaviour

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Introduction

Consumer Behaviour Will Fur Revive Background The sales of fur peaked in the USA at 1.8 billion dollars in 1987 but sales plummeted in 1991 to 1 million after the dramatic action of animal rights groups who were discouraging the more affluent consumer from purchasing fur and the publicity they attracted by some of their outrageous actions during 1980's and 1990' was to have an impact on fur sales. However a spokesperson from the real fur campaign claimed that the impacts from such publicity was greatly exaggerated and a report in 'The Wall Street Journal' claimed that the fur council research had shown that the downturn in fur sales was in fact due to the state of the economy and not from the impacts of the animal rights activities. Although it can be agued that the state of the economy was at an all time low and the USA went into a recession in the early 1990's. A tax on expensive and luxury goods was introduced in 1991 and this did affect sales of real fur and when the tax was lifted sales consequently increased, but this was short lived when the Clinton administration announced taxes on the wealthy in 1993 and consequently it affected sales of fur again. ...read more.

Middle

Cultural Symbols Cultural symbols are the attitudes which represent ideas or concepts and symbols can communicate some very powerful and complex ideas and images with a minimum amount of effort. Wearing fur is one such symbol and has become a cultural symbol of wealth and high status. Prior to the bad publicity which was caused through the anti fur campaigners, people who wore fur symbolized wealth, importance and high ranking and people bought fur to show others their affluence and power. However after the publicity peoples views started to change and they no longer saw fur as such a powerful symbol and instead wearing fur portrayed animal cruelty and insensitivity which resulted in many people being ridiculed for wearing it. Popular Culture Popular culture is culture which appeals to the masses and it does not require special knowledge to understand it. It is created in a way that people have easy access to it; therefore it can frequently influence behaviours which don't involve much work or study. It taps into the experience and values of the population and its mass appeal is illustrated through television, fashion and music. ...read more.

Conclusion

This could be done via TV advertising and also promoting fur to the fashion designers. Segmentation The fur industry would need to establish which segment of the market they would need to attract which would stimulate more sales and in turn which segment would be attracted to buying fur accessories and trimmed fur items Positioning and differentiation The fur industry would need to consider where their product would be positioned in the market place which reflects its new image as a key fashion item in modern day culture. Conclusion This report demonstrates that the fur industry needs to carry out extensive research into how the public view real fur and a marketing mix of advertising and publicity needs to be introduced to promote a new luxury era of real fur as a fashion trend. Also they would need to promote fur as new fashion item to key fashion designers and encourage them to incorporate it in their collection which would help fur to become a major trend-setter. This would enable sales of fur to increase, however it is also important that they retain a good price offer which would help sustain the sales of fur. Anna S Fern 5/9/2007 1 ...read more.

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