Consumer Behavior Theories: Convergence of Divergent Perspectives with Applications to Marketing and Management

Consumer psychology is complex, being asymmetric and uncertain. It takes a long time to develop an attitude on any consumer perceptions. Building attitude in the marketplace is often more impulsive than judgmental and is largely determined by the pressure of consumer needs and available choices. Traditional consumption practice is often assimilated to the generic preferences of ethnic culture. There has been a sustained interest in the ethnic consumer, developing composite cultural identities in emerged multi-cultural demographic contexts. The transitions among mainstream consumers and the local-global culture dichotomy are exposed to a wide diversity. The learned, acquired, and shared consumption cultures among the range of local, and global cultural demographics and markets deploy varied consumer attitudes. Shifts in consumer culture provide a stimulus to dynamic innovation in the arena of personal taste and consumption. Such dynamism in consumer preferences influences the cultural system and is driven by continuous change in value and lifestyle. Therefore, the theories on consumer behavior need to be redefined and interpreted in contemporary context to guide companies towards making appropriate marketing decisions and customer-centric strategies. This book does just that. This book examines and emphasizes the classical and neo-classical behavioral theories in reference to consumer decision making across the business cultures, analyzing the changing marketplace environment to carry out customer- oriented strategies, and implement them carefully

Binding Type: Paperback
Publisher: Business Expert Press
Published: 02/25/2018
ISBN: 9781947441149
Pages: 196
Weight: 0.60lbs
Size: 9.00h x 6.00w x 0.42d