The Why of the Buy

Stefani Bay

Penny Gill

Richard Petrizzi

Patricia Mink Rath

Lorynn Divita

Bloomsbury USA

<p>Consumer behavior affects all aspects of design, production, merchandising, and promotion in the fashion industry. The Why of the Buy: Consumer Behavior and Fashion Marketing addresses how psychology, sociology, and culture influence what, when, where, why, and how consumers buy what they buy. With topics ranging from consumer attitudes, personality, and values to the global marketplace, ethics, and social responsibility, this text presents consumer behavior in an enthusiastic and relevant way that will attract and engage students.</p>

The Why of the Buy: Consumer Behavior and Fashion Marketing

Arts & Photography

Patricia Rath

Graphic Design

Fairchild Books

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Books by Penny Gill