THe Why Of The Buy: Consumer Behavior And Fashion Marketing 1st Edition Patricia Mink Rath, Stefani Bay, Penny Gill, Richard Petrizzi - Solutions

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Where do you see yourself now and five years later on the Cantril Self-Anchoring Scale?
How would your dad, mum or partner score on education and occupation in the Hollingshead four factor index of social class?
How would you market to bogans or chavs?
Which social class variables are more influential?
What variables influence your personal social class?
How would you describe your own social class category?
What is your own definition of social class?
Which of the many industry examples presented in the chapter resonate with you? Why?
Find other examples of marketers that have used ethnographic research successfully and discuss these in class. How did they use ethnographic research and what were the outcomes?
Analyse the tourism campaign of Australia, New Zealand or an ASEAN country. What cultural and subcultural elements are reflected in the campaign of your choice?
How would you describe yourself in terms of subcultural elements?
What are some marketing examples of creolisation and ethnocentrism in your country or culture?
Which country, through your travel or general learning, has most impressed you? Why?
Which brands are your daily companions at home, at university and in your community?Why?
What do you use the internet and your mobile phone or tablet for?
Which reality television shows do you follow and why?
How has your culture changed over the years?
What social habits and values have you acquired from a young age?
How would you describe your culture?
Why has the book adopted Belk’s macro consumer behaviour concepts as a framework to study consumer behaviour?
How have you been impacted positively and negatively as a consumer?
What roles do you play in life and how do you manage these?
When do you use or not use the traditional decision-making model and the buying process model?
What are your views on the ‘Kleenex culture’ in society?
Distinguish between micro and macro consumer behaviour.
What are the research paradigms used by consumer behaviour researchers?
Which disciplines have influenced the field of consumer behaviour?
What examples of advertising have you seen that combine the eorts of the private, public and not-for-profit sectors?
Which fast-moving consumer goods and services’ advertisements have you seen lately?
Which goods and services categories of the private sector do you buy or use the most often?
What campaigns or services of the public sector have you come across?
What campaigns or services of the not-for-profit sector have you come across?
How has the industry contributed to research on consumers?
Which sectors target consumers?
What is your personal definition of consumer behaviour?
What is a day in your consumer world like?
Alone or with a group, choose a current fashion item(apparel, accessories, footwear, or personal care/cosmetics), and imagine you are in charge of marketing that item to consumers. Determine the product’s key selling points, and create two versions of copy for an advertisement—one version that
4. Look through a magazine or watch TV to find four or five examples of advertisements for fashion-related products. Write down what the product is and what claim (or claims) the ad is making about the product. Indicate whether the claims are express claims or implied claims.
3. Browse through the apparel in your closet, and find the labels identifying the fiber content.Select five items that have different fiber content from each other, and compare the look and feel of the fabric. Would you have known what the fabric was without looking at the label? Now find the care
2. Go to a drugstore or other retailer that sells cosmetics and toiletries, and choose two brands of a similar item, such as lipstick or toothpaste.Compare the list of ingredients for the two brands. Are there some of the same ingredients in both? Are they in the same relative position in the list
1. Go to the website for the Consumer Product Safety Commission (www.cpsc.gov), and review the product recall announcements for three different months. How many recalls were there in total? How many were related to apparel or fashion? For the fashion-related recalls, make a list of the hazards the
5. Name two laws that are designed to protect people from discrimination in either the workplace or in access to public places.
4. What criteria does the Federal Trade Commission use to judge whether an advertisement is truthful?
3. What information must be included on the label of clothing or fabric home furnishings, according to the Textile Fiber Products Identification Act? What does the Care Labeling Rule require?
2. How does the Food and Drug Administration regulate cosmetics, and how does that regulation differ from other products under its jurisdiction, such as drugs?
1. Explain the purpose of the Consumer Product Safety Commission, and give three examples of the types of hazards the agency monitors that relate to fashion products.
Can you give an example of advertising that made you wonder about how truthful the advertiser’s claims were? Do you think advertisers sometimes try to bend the rules to make their point, without technically breaking the law? Do you think this is a question of ethics? Why or why not?
When you’re shopping for fashion goods, do you make a point of checking the label for the country of origin? Are you influenced (positively or negatively) in your purchase decision based on where the garment was made? Would you be willing to spend a little more for goods that were made in the
Do you check the fiber content label whenever you’re buying clothes? Does the fiber content influence your purchase decision? If so, how?
Do you think manufacturers would be as careful about product safety if there were no government agency monitoring the issue? Why or why not?
✔✔ How government and independent agencies work to improve fairness and ethics in the marketplace
✔✔What regulations protect consumers from buying products that could cause them harm
✔✔ How government rules and standards enable fashion consumers to make informed purchasing decisions
✔✔Which federal agencies have oversight of different aspects of the fashion industry
✔✔ How government plays a part in the way fashion companies produce and market their products
Create a questionnaire with 8 to 10 questions that will let you determine people’s opinions on various ethical and social issues as they relate to fashion.For example, you could create attitude scales (see Chapter 10) asking questions such as how likely your respondents would be to shop at a
4. Select one of your favorite designers or brands and go to the company’s website. See if you can find information on causes that the company supports or ways in which it is socially responsible. Does the company give information on its efforts to be more environmentally friendly? Does its
3. Find an ad in a fashion magazine that you think some people might consider sexist, indecent, or otherwise offensive in some way. Show it to a variety of people of different ages and genders, and ask them for their reaction. Keep track of the responses and see whether the negative reactions come
2. Do an online search for sellers of “fake handbags”or “replica handbags.” Choose a site and compare one of the fake items to a genuine product at that brand’s own website. Do you think the differences are distinct enough for the item not to be considered a counterfeit? See if the site
1. Visit a local store and see how many security measures you can identify that the store is using to prevent theft. Make a list of both the visible deterrents (for example, locked cases, security tags on products, security guard)and more discreet techniques (for example, electronic device at exit,
5. Name at least three ways in which some retailers and manufacturers are working to make their operations or products more environmentally friendly.
4. What are some of the unethical labor practices that are being addressed by many companies and associations in the fashion industry?
3. Name three ways in which marketers might collect information about consumers that could raise concerns about privacy of personal data
2. What are some of the steps fashion marketers are taking to combat counterfeit goods?
1. What are two common types of consumer theft from retailers? How does organized retail theft differ from regular shoplifting?
Have you noticed changes in environmental awareness in any of the retailers you regularly shop or brands you regularly buy—such as stores offering reusable cloth bags or manufacturers reducing their excess packaging? Would changes such as these influence your shopping decisions?Why or why not?
Do you think that Carolina Herrera incorporated fur into her collection because she thought it worked best for her design concepts or because she thought her customers would want to buy it—or both? Do you think she did marketing research first to gauge customer opinion on the topic? Why or why
Have you ever bought something you knew was a counterfeit? Knowing all the negative effects that counterfeits have on legitimate businesses and the economy, would you buy one in the future? Why might you discourage a friend from buying one?Discuss your reasons.
What would you do if you were in a store and noticed someone shoplifting? Would you notify store personnel? Discuss why or why not.
✔✔How fashion marketers incorporate social responsibility into their businesses and why
✔✔Why consumer privacy is a growing ethical issue for businesses and their customers
✔✔Why consumer theft and counterfeiting affect consumers as well as fashion marketers
✔✔How specific ethical and social issues can influence consumer buying decisions
✔✔What the concepts of ethics and social responsibility encompass
2. Many people in the United States endorse an increase in trade barriers such as quotas and tariffs, believing that buying fewer goods from other countries will protect the jobs of U.S.citizens and avoid dependence on foreigners.“Buy American” is the basic premise of this theory, known as
1. The North American Free Trade Agreement virtually eliminates tariffs and quotas on imports and exports among Canada, Mexico, and the United States. In a well-organized two- to three-page paper, cite and discuss three ways this agreement is intended to benefit consumers in all three countries and
5. The majority of fashion goods in the United States are now made outside of this country.Choose an American apparel designer/manufacturer that has its goods produced overseas. In class, lead a discussion about the fashion industry’s reasons for using foreign labor rather than keeping jobs
4. Choose an American product that is currently being sold in another country, and determine how it and/or the accompanying marketing strategies have been modified for the host culture. Discuss possible reasons for the modifications with classmates.
3. Choose a group within the United States that practices an alternative lifestyle. Investigate the value system, customs, shopping habits, and product preferences of its members, and discuss your findings with classmates and their implications for marketers.
2. Interview a student from another country. Ask him or her to describe the shopping habits, product preferences, and availability of designed goods in his or her culture. How do they differ from those of Americans? Do the marketing practices also differ? Present your findings in a three- to
1. Watch the film Monsoon Wedding with a classmate. Discuss how the buying behavior of the bride’s father reflects both the Indian culture and the universal desires of fathers of brides everywhere. Submit a written summary of your conclusions.
5. Define “globalization.” List three specific considerations that should be addressed by any business seeking to introduce a new product to another country.
4. How can marketers use trend forecasts to meet consumer needs? Give examples that relate to marketing designed goods.
3. Explain cultural borrowing and how it might be misinterpreted if used without sufficient research. Discuss the importance of understanding cultural values when using this technique.
2. What is a lifestyle? How are subculture and lifestyle related? Make a list of specific products that could be termed “lifestyle products,”and explain your reasons for choosing those products.
1. Define “subculture.” How can subcultural differences affect consumer purchases?
If you were to look through your closet, how much of your wardrobe do you guess was made in another country? Do you pay attention to where something was produced when you’re shopping?Has that ever influenced your decision to buy or not buy?
Are subcultural behaviors passed down from generation to generation, or are they transmitted in other ways? Do you think we inherit them, learn them, or adopt them? Are you a member of a subculture? If you think you are, how did you come to understand the behaviors that are expected of you?
✔✔ How fashion and design unify the world despite cultural differences among nations and societies
✔✔ Why mistakes are made by marketers who are insensitive to the customs and symbols that are important to consumers of other cultures
Imagine you are going to open your own apparel store. Remembering all the factors that influence consumers as they shop and buy, write a full description of what your store would be like, including customers you’d target, types of merchandise you’d carry, price ranges of the merchandise (low,
5. Visit a local thrift store or consignment shop or go to an online auction site (such as eBay)and browse through a selection of the clothing for sale. How much appears to be recently at the end of its fashion life cycle, and how much would be considered vintage styles? Do you see any current
4. Pretend you are planning to buy a particular item of clothing. Choose three different retailers that sell apparel online, and browse their websites. How easy or difficult is it to search each site? Can you find size and color information easily? What tools does each e-tailer provide to help you
3. Pick two different specialty stores to visit and compare how their store environments are designed to appeal to their target customer.Make note of elements, including the storefront, the style of merchandise sold and the way it is displayed, the lighting and music, the appearance of the sales
2. Think of a fashion product or style that is currently or has recently been a fad. List the attributes of the item, including the gender(s)and age group(s) it appeals to, where or how it began (for example, from a movie or celebrity, etc.), and how long it was or has been popular.In your opinion,
1. Look through a variety of magazines or store circulars, or browse online, and find an example of a style at each phase of the fashion life cycle.Make a note of where you found each example.How does the source help you determine whether the style is in the first half or second half of its cycle?
5. What are three key aspects of a shopping environment that influence consumers’ desire to shop at a particular store?
4. What are some of the advantages of shopping for fashion goods on the Internet or from a catalog? What are some of the disadvantages?
3. Name three types of stores where consumers can make fashion purchases, and give an example of each.
2. Describe what omnichannel retailing is and explain the changes in consumer behavior that helped push retailers to adopt the omnichannel model.

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THe Why Of The Buy: Consumer Behavior And Fashion Marketing 1st Edition Patricia Mink Rath, Stefani Bay, Penny Gill, Richard Petrizzi - Solutions

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