Buyer Behavior Essay Example | Topics and Well Written Essays - 750 words

Buyer Behavior - Essay ExampleGlobalization has contributed to the complete transformation of the excogitate industry coaxing the fashion magazines to put up to a wider consumer base, and include articles, editorials and fashion insights which are globally competent and relevant. manner and Elle, are two of the oldest and most esteemed brands in the world of fashion which open the power to influence societal ideologies through their articles and depiction of womens fashion. The magazines primary goal of catering to the huge female customer base, and their association with known world(prenominal) brands, by way of advertisements and sponsors, have contributed to the creation of a unique brand im get along. Clothes represent identity and the fashion magazines such as Vogue and Elle believe on their grasp on the industry, to promote their respective products by indulging in aspirational marketing tactics, and lastorsing the concept of self-esteem and image of their female consumer s (Tungate, 2008 Easey, 2009). Fashion, in coetaneous times has assumed greater significance, and has become an inevitable part of our cultural identities. Clothes today are not mere pieces of garment but symbols of unitys self-image, personality, status and values as well (Craik, 2009). Recently there has been a slight shift in the target market segment for fashion magazines, which initially catered to a young female consumer. Due to changing cultural ideologies, the concept of fashion which was invariably associated with youth and beauty, has now begun to accommodate a wider age group, as is apparent from the marketing strategy of Vogue. Beauty and fashion are no longer restricted to age younger age groups. High end magazines such as Vogue for instance, are breaking this cultural conundrum by catering to women... The study of consumer behaviour that is presented in this essay helps the management in establishing a marketing strategies and in marketing their products to the speci fic target markets identified in the process. As observed in the case of Vogue and Elle magazines, that are utilize as examples in this essay, the fashion magazines mostly cater to high end fashion conscious female consumers, hence the target market for both the magazines, much or less, comprise of consumers with similar characteristics. The acquire behaviour of the consumers is influenced by their perception of self, which is used as a fundamental frame of reference while buying any brand or a product. The final decision to buy a product is influenced by matching this self image with the qualities endorsed by the brand. The post-mortem examination fashion magazines, have also included innovative marketing tactics, that were described in the essay, such as including intelligently scripted editorial sections, and simultaneously retaining their abundant fashion spreads by way of adverts featuring high end lifestyle brands such as perfumes. Almost all the fashion magazines bank on the revenues from advertising as their primary source of cash inflows, their brand positioning and market segmentation strategies, are of key significance to both the fashion stalwarts. In conclusion, the researcher states that Vogue and Elle, have so far successfully stayed afloat in the industry which is growing at a rapid rate, thus indicating their successful marketing strategies.