Fashion as Base in Involvement in Understanding Consumers - Essay Example

Only on StudentShare

Extract of sample
Fashion as Base in Involvement in Understanding Consumers

The paper "Fashion as Base in Involvement in Understanding Consumers" is the report understanding consumer behavior using purchase-decision involvement scale proposed by Mittal. What is involvement as far as purchase decision is considered? A consumer has some inherent needs values and interests and the object of consideration has to have relevance within that framework. Often the involvement is of two types, one is situational which happens when some one has to purchase the item right then and has to make a purchase decision. There is another more enduring form in which the buyer maintains the level of interest in a product or a service , well after the situation has passed and endures even if the purchase situation does not exist. The purchase decision involvement involves four parties, the individual definitely, the product or the service class , the situation and the communication. The scale which Mittal has proposed at a high level of enduring involvement the product or service would have many attributes evaluated with compensatory decision models a narrow latitude of acceptance and a true brand loyalty. At the low end of the scale attributes are less important, the decision model is non compensatory and a wide latitude of acceptance and spurious brand loyalty. Again on the high end of the scale you have substantive messages on why the brand is what it is on the low end , the ads have little substance. Ads are fewer on the high end and frequent ads on the low end. Price is less important. ...Show more

Summary

This is a brief report on understanding consumer behavior using purchase-decision involvement scale proposed by Mittal and personal involvement inventory proposed by Zaichowski. This report will basically consist of description of each followed by relevance…
Author : vfeest
Save Your Time for More Important Things
Let us write or edit the essay on your topic
"Fashion as Base in Involvement in Understanding Consumers"
with a personal 20% discount.
Grab the best paper

Related Essays

Fashion.
Berlin and London followed Paris. The World War II period saw curtailment of fashion. There were restrictions and there were not enough opportunities to treat fashion as a serious engagement. However, when the war ended, a change in the clime did occur. It happened basically for three reasons.
8 pages (2000 words) Essay
Fashion and Consumers
This essay analyzes the consumers and fashion. Suits are basically a conservative medium of dress and haven't changed radically for decades and decades. As Anne Hollander has noted in her study, Sex and Suits: The Evolution of Modern Dress, "Advances in technology and economic organization during the past two centuries".
5 pages (1250 words) Essay
Marketing in Fashion
This essay explores the marketing in fashion. In the fashion industry, the external environment poses several challenges to marketing, which can be classified as political, economic, social, technological, ecological and legal. Fashion marketing should be oriented towards satisfying customers’ needs.
13 pages (3250 words) Essay
Fashion styles
This essay analyzes fashion styles. Throughout history we can find exuberant examples of assignment to clothes and fashion of symbolic meanings that were changing as soon as symbols they were intended to convey were gaining or losing popularity. For one, until the early twentieth century there was a general preference for plumpness of women.
8 pages (2000 words) Essay
Consumers goods
The EPS is actually the net profit after tax divided by the outstanding shares of the company.On the other hand, adjustments made in the financial report showed substantial reports. The value of EPS was subsequently changed to 22.1 after the adjustments were made.
12 pages (3000 words) Essay
There is no way I will change my Brand- Use Fashion as base of INVOLVEMENT IN UNDERSTANDING CONSUMERS.
What is involvement as far as purchase decision is considered? A consumer has some inherent needs values and interests and the object of consideration has to have relevance within that framework. Often the
2 pages (500 words) Essay
Find out how much would it cost
to get a custom paper written by a pro under your requirements!
Win a special DISCOUNT!
Put in your e-mail and click the button with your lucky finger
Your email
YOUR PRIZE:
Apply my DISCOUNT