TEK 535E - Market.&Cons.Beha.in App.Ind.

Course Objectives

1. To provide a conceptual base for understanding and analysing the consumer behaviour towards apparel industry within the marketing activities.
2. To determine which factors influence the consumer behaviour and purchasing motivations.
3. To analyze the significance of consumer behaviour analysis for development and implementation of marketing strategies in apparel industry.
4. To examine the consumer behaviour for different distribution channels and fashion trends and concepts.

Course Description

Related to apparel industry; marketing activities; market/marketing research; fundamental marketing principles; consumers’ decision-making process and internal and external factors influencing thereof; analysis of consumer behaviour and statistical methods used; consumer behaviour towards different fashion trends and concepts (fast fashion, slow fashion, sustainable fashion); different distribution channels , e-trade (B2C) and consumer behaviour; integrated marketing communications and consumer behaviour.