Consumers' identity - the role of the "self" concept in the consumer behavior
As Kotler (2008) suggested, the marketplace is the location where goods and services are exchanged, so traders set up the product and buyers browse the merchandise. Consumer attitudes can be influenced by many factors outside the product attributes. Social and cultural environment as well as demographic, psychographic, and geographic conditions can sometimes shape consumer behavior. Consumer attitude, if positive, is an advantage to a marketer. The reaction of buying or refusing a certain product might be influenced by various factors, but marketers have acknowledged the role of personality and how this might influence consumers’ behaviors toward a product
Volume (Year): 17 (2012)
Issue (Month): 1 ()
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