Patricia Mink Rath, Stefani Bay, “The Why of the Buy: Consumer Behavior and Fashion Marketing, 2nd Edition ”
2014 | ISBN-10: 1609018982 | 480 pages | PDF | 14 MB
Consumer behavior affects the fashion industry-in design, production, merchandising and promotion at all levels-as much as it affects retailing. The Second Edition of Why of the Buy: Consumer Behavior and Fashion Marketing continues to address how psychology, sociology, and culture all influence the how, what, when, where, and why of the buy. The unifying element of this text is its presentation of current knowledge of consumer behavior applied to the fields of fashion and design in an enthusiastic and relevant way that will attract and engage students.
