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 influence ....
Middle of paper
.... is expected to choose a close substitute. From the firm's strategic
point of view, this means that the marketer of a secondary brand should make
its brand similar to the most popular brand.
Careful consideration of the preceding description of consumer choice
behaviour and the firm's selection of a strategy immediately leads one to
question the general applicability of these assumption / thought. Although
consumers often display stable preferences, sound choice behaviour seldom
rem ....
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Word count: 2479
Page count: 10 (approximately 250 words per page)
