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Consumer Behavior in Fashion (2nd Edition) By Michael R. Solomon, Nancy Rabolt

PDF Ebook Consumer Behavior in Fashion (2nd Edition) By Michael R. Solomon, Nancy Rabolt

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Sales Rank: #201823 in Books
Published on: 2008-08-09
Original language: English
Number of items: 1
Dimensions: 9.80" h x 1.40" w x 7.80" l, 2.70 pounds
Binding: Paperback
600 pages

From the Back Cover

Fashion is a driving force that shapes the way we live—it influences apparel, hairstyles, art, food, cosmetics, cars, music, toys, furniture, and many other aspects of our daily lives that we often take for granted. Fashion is a major component of popular culture—one that is everchanging. With a solid base in social science, and in economic and marketing research, Consumer Behavior: In Fashion provides a comprehensive analysis of today's fashion consumer. Up-to-date, thought-provoking information is presented in an engaging everyday context that helps students, business people and scholars understand how fashion shapes the everyday world of consumers.

Among other special features, this comprehensive text:

Starts each chapter with a consumer scenario used to analyze concepts covered in the chapter
Relates consumer behavior concepts specifically to fashion products and processes
Integrates the rapidly-evolving domain of fashion e-commerce
Uses numerous fashion ads to explore how fashion companies attempt to communicate with their markets
Includes both a marketing and consumer approach to the business of fashion
Highlights both good and bad aspects of fashion marketing and offers a chapter on consumer and business ethics, social responsibility, and environmental issues
Includes a chapter on consumer protection by business, government, and independent agencies

About the Author
Michael R. Solomon, Ph.D., is Professor of Marketing and Director of the Center for Consumer Research in the Haub School of Business at Saint Joseph s University, Philadelphia, USA.

San Francisco State University

Our fascination with the everyday activities of people inspired us to write this book. The field of consumer behavior is the study of how our world is influenced by the actions of marketers and, at the same time, how marketers are influenced by us. At times fashion is created and dictated to consumers by retailers and influentials: consider the "What's In and What's Out" sections of fashion magazines! On the other hand, we see retailers and manufacturers struggling to predict what we will want to buy six months from now. Fashion forecasting is, in a sense, a science; but it's more of an art, and many successful marketing gurus have missed the boat on more than one fashion phenomenon.

Fashion is a driving force that shapes the way we live—it influences our apparel, hairstyles, art, food, cosmetics, cars, music, toys, furniture, and many other aspects of our daily lives that we often take for granted. Fashion is a major component of popular culture and one that is ever changing. Fashion touches most of us on a continual basis. We may be unaware of the introduction of a new fashion, but all of a sudden our eyeglasses, clothes, shoes, and even kitchen appliances start to look dated and old-fashioned. Looking back through old pictures and watching old TV shows, by sharp contrast, brings current fashion into view. Like a fish immersed in water, we are often unaware of our everchanging environment. The fashion industry has always been dynamic and fast-moving, but it faces an even greater rate of change in the new millennium." Consumers will find themselves buying fashion in many new ways in the future, including via the Internet. Information and technology will take on new importance. We already see the beginning of customized apparel for the masses. These changes will affect how we buy fashion and how we react to the marketplace.

In many classes students are passive observers learning about topics that affect them indirectly. But fashion concepts affect us directly, especially our students who work in retail and who sell fashion. They are the experts on what's in and what's out, and they are keenly aware of changes that occur on a continual basis—the lifeblood of the fashion industry. Students should have no trouble supplying their own up-to-the-minute examples to support many of the concepts they will read about in this book. Research and Consumer Focus

Results of many research studies are used throughout this text to illustrate marketing and consumer behavior theories and concepts as applied to fashion and to further the reader's understanding of how fashion shapes the everyday world of consumers. A marketing perspective is used, with the goal of understanding why consumers behave as they do and how to identify their needs, with the ultimate goal of maximizing company profits. However, it is also important not to forget the impact the marketplace has on the consumer. Therefore, a perspective of the consumer's well-being is also presented throughout this book. We believe that students going into retailing and marketing need to enter the field with a humanitarian perspective. Who looks out for the consumer's well-being and for that of the environment today? Laws are established to protect consumers—maybe more than they want sometimes, and maybe more than business wants also. Chapter 14, "Ethics, Social Responsibility, and Environmental Issues," and chapter 15, "The Role of Government and Business in Consumer Protection,' especially address the effects of marketing on the consumer. They review laws and practices that watch out for the consumer, that help prevent abuse by businesses, and that provide information and help to the consumer.

Many research opportunities for students are listed in the discussion section at the end of each chapter. Some former student project results are given in this book; we hope to have more in the future! Acknowledgments

Many colleagues have made significant contributions to this book. We are grateful for the many helpful comments provided by the peer reviewers: Hanna Hall, Kent State University; Linda Welters, University of Rhode Island; Margaret Rucker, University of California, Davis; Tammy Kinley, University of North Texas; and Kimberly Miller, University of Kentucky.

Thanks go to the professional editors at Prentice Hall for all their help in procuring permissions for the artwork and handling the myriad details involved in turning a manuscript into a book.

Also, thanks to our students, who have been a prime source of inspiration, examples, and feedback. The satisfaction derived from teaching was a prime motivation for the writing of this book.

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