FCS 522 Consumer Behavior in the Fashion Environment

 

Dr. Barbara Frazier

3406 Kohrman Hall

269-387-3719

frazier@wmich.edu

 

 

Course Goal

 

This course is designed to give students an overview of the important topics in consumer behavior research and practice as they relate to the fashion/retail environment.

 

The overall goals of the TEX program are to develop the following competencies:

  • Conceptual Competence: Understanding the theoretical foundations of the profession.
  • Technical Competence: Ability to perform skills required by the profession.
  • Integrative Competence:  Ability to meld theory and skills in the practice setting.
  • Career Marketability: Becoming marketable as a result of acquired education and training

 

Specific objectives for this course

 

Conceptual Competence

  • To develop a general understanding of the scope and scale of consumer behavior as it relates to the textile/apparel and retail environment.
  • To understand ethical and legal issues relating to consumer behavior research and practice in the marketing environment.

Technical Competence

·        Use electronic communications and other technology to facilitate communication and work in the Team Research Project.

·        Retrieve, evaluate and use information from authoritative sources to solve consumer marketing problems.

·        Collect primary data using accepted research methodology

·        Analyze primary data and interpret it.

Integrative Competence

·        Analyze key issues in consumer behavior using accepted theories.

·        Further develop critical thinking, analytical and professional communication skills within the context of the course topic.

·        Use theory to identify marketing problems relating to consumer behavior, and to design methods to solve those problems.

·        Evaluate the impact of marketing activities on family well-being.

Career Marketability

  • Recognize career opportunities in consumer behavior research
  • Further develop oral and written communication skills
  • Further develop ability to perform in a team-based environment

 

 

 

Course Resources

 

Readings

Underhill, P. (1999).  Why we buy: The science of shopping. New York, NY: Simon & Schuster.

 

Readings Course Pack:  Available at Bookstores-be sure to purchase the course pack for the appropriate topics course. This section of FCS 522 is CRN 45531.

 

Lectures

About 50% of the content in this course will be delivered via lecture during class time.  An outline of lectures will be posted on WebCT prior to the class session for the topic.  Please note that the outlines do not contain sufficient detail for you to rely on them to learn content.  Thus, attendance and note taking during scheduled lectures is essential.

 

Course Reserve

I will place a copy of the textbooks from which most lectures will be drawn on reserve at Waldo library, if you need to refer to topics discussed in lectures.  If you wish to purchase a copy of either text, try Amazon.com for a reasonably priced copy.

 

Course Reserve Texts:

Schiffman, L. & Kanuk, L. (2004). Consumer Behavior.  Upper Saddle River, NJ:  Pearson/Prentice Hall.

 

Solomon, Michael R. & Rabolt, N. (2002). Consumer Behavior in Fashion. Upper Saddle River, NJ: Prentice Hall.

General Course Overview

 

I.                    Introduction of course-scope and scale

II.                 Consumer behavior decision model

III.               Ethical, political, social aspects of consumer behavior

IV.              Influence of digital revolution on consumer behavior

V.                 Consumer Research

a.       Defining research problems

b.      Using secondary data

c.       Using primary data

d.      Ethical and legal issues

e.       Conducting research

VI.              Market segmentation

VII.            External influences on consumer behavior

a.       Organizational marketing efforts

b.      Socio cultural environment

VIII.         Consumer decision making

a.       Process

b.      Influences

c.       Demographics

d.      Experience

IX.              Post decision behavior

a.       Purchase-trial and repeat purchase

b.      Post purchase evaluation

X.                 Course research project

 

Course Activities and Evaluation

Your learning in this course will be evaluated as follows:

 

Learning Objective

Method of Assessment

Approximate Percentage of course grade

Understand scope and scale of consumer behavior in the fashion environment

Individual discussion question responses,

Mid-term and final exam

50%

 

 

 

Apply appropriate research tools to solve consumer behavior problems

Team research project

30%

 

 

 

Professional development

Course participation (through DQ assignments); peer and instructor assessment of professional behaviors relating to course activities

20%