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FASHION DESIGN & TECHNOLOGY - CITS

LESSON 33 : Consumer Behaviour and Marketing

Objectives

At the end of this lesson you shall be able to
• consumer behavior and it’s types
• marketing and management.

Introduction to consumer behavior

Consumer behavior is the actions and decisions that people or households make when they choose, buy, use,
and dispose of a product or service. Many factors play a role in how consumers engage with the market.
Factors affecting consumer behavior

Consumer behavior is influenced by many external factors and internal factors which are given as below:
1 Cultural Factors: cultural values, beliefs, and customs of consumers.
2 Social Factors: the impact of social groups, family, and peers on consumers choices.
3 Personal Factors: individual characteristics like age, occupation, and lifestyle etc.
4 Psychological Factors: perceptions, motivations, and learning processes affect consumer decisions etc.
5 Economic Factors: economic conditions and technological trends etc.

Management Techniques
Several management techniques are employed in marketing to enhance effectiveness and achieve business
objectives are given as below:
1 SWOT Analysis
2 Market Segmentation
3 Target Marketing

4 Marketing Mix (4Ps)
5 Customer Relationship Management (CRM)
6 Data Analytics
7 Innovation Management
8 Brand Management

9 Content Marketing
10 Social Media Management
11 Agile Marketing
12 Performance Metrics

Leadership
In marketing, leadership involves guiding and inspiring a team to effectively implement strategies, drive campaigns,
and achieve business goals. It includes setting a vision, making informed decisions, and adapting to market
trends to lead the brand towards success.
Importance of Leadership
Leadership is crucial in various aspects such as:
• Guidance

• Inspiration
• Decision-Making

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