The Why of the Buy: Consumer Behavior and Fashion Marketing

by Penny Gill, Patricia Mink Rath, Richard Petrizzi, et al.

How do consumers decide what to buy for their wardrobes and their homes? What drives them to choose one brand over another? This current textbook tells all about how consumer behavior theory and practice is applied in the fashion industry. The second edition of Why of the Buy: Consumer Behavior and Fashion Marketing updates its presentation of how psychology, sociology, and culture influences consumers' fashion purchase decisions-and ultimately impacts...

• Format: Paperback
• Language: English
• ISBN: 1609018982
• ISBN13: 9781609018986
• Release Date: October 2014
• Publisher: Fairchild Books
• Length: 480 Pages
• Weight: 3.25 lbs.
• Dimensions: 1.0" x 8.1" x 10.0"