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Theory Of Varied Consumer Choice Behavior And Its Importance
Beginning of paper
For decades, scholars and practitioners have been frustrated by the very
limited capacity of either psychological or marketing models to predict
individual choices on particular occasions. This paper discusses a theory
which explains the degree to which the extant models omit important influences
that produce varied individual choice behaviour. ....
Middle of paper
.... Instead, consumers frequently change their choices of
products or brands. Furthermore, the choices made on different occasions often
involve two very different products or brands. In summary, changing, varied
behaviour is the rule. Managers often avoid the use of simple "me-too" brands,
recognizing that consumers are seeking more than simple su.... |
| Word count: 2479 |
Page count: 10 |
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