ABSTRACT
D. W. Rook and S. J. Hoch found that the product is a major factor which influences consumer impulse purchasing behaviour. Consumer purchasing behaviour can be considered as a course of events in which people search for, choose and buy merchandise in order to create the satisfaction of their demand and longing. As part of consumer behaviour, impulse purchasing behaviour differs significantly from other shopping behaviours in many aspects. G. A. Churchill and J. P. Peter stated that there are three main factors affecting the consumer purchasing process: social factors, situational factors, and marketing factors. Social effects include the social class of the consumer, the influence of family and education, culture and subculture. This chapter discusses in detail consumer behaviour in fashion. Supply chain management models such as lean management, agile management, and demand chain management have been improving company efficiency and their ability to respond to consumer demand.
