Hedonic/Utilitarian Cool Attitudes: A Comparison
of Young Female and Male Consumers in Juniper in Current Trends in Fashion Technology & Textile Engineering
Young consumers are considered fashion innovators because they tend to accept, adopt, and use new products more frequently than any other consumer group. Young consumers are appealing to commercial apparel marketers because their purchasing power has increased over the years and their buying behavior can influence the acceptance or rejection/avoidance of new products within a few months after they are introduced to the marketplace [1]. Apparel marketers use the concept of cool as a marketing tool to stimulate young consumers to purchase. A cool lifestyle reflects consumers’ desire for novelty.
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