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Oklahoma State University

Understanding Consumer Behavior

Alex Urso
DHM 1433 Final Paper
Dr. Jane Swinney
December 9th, 2013

Understanding consumer behavior is anything related to how people buy or select products and how the companies are meeting consumer needs. This is important to the field of merchandising and the design field because the consumers are what make a company successful. If a designer or a merchandiser does not understand their consumer their company will not flourish. Understanding consumer behavior can be described through material learned in this class, the textbook used and information from recent NRF Smartbriefs. In the first chapter of the textbook, In Fashion, the first principle of fashion is “consumers establish fashions by accepting or rejecting the styles offered”(Stone 24). It is false to say that designers design clothes with little regard for the acceptance of the designs. “The consumer is the ultimate user: the person who uses the finished fashion garment”(Stone 25). The designs that are made are specifically to please the consumer. With consumers having the power to reject styles and accept many styles, overall the consumer is who makes the style a fashion. “No designer can be successful without the support and acceptance of the customer”(Stone 24). Professionally, the designer has to know their target market in order to know what kind of consumers their design or company is going to attract. “Target markets are specific groups of potential customers that a business is attempting to turn into regular customers”(Stone 30). In Chapter 2 of the textbook used throughout this course, In Fashion, the questions a designer, manufacturer and retailer should know are defined. There are four clearly stated environmental factors that explain what affects the buying habits of consumers; geographics, demographics, psychographics

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