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Why consumers buy

O'Shaughnessy, John

Chief executive (New York, N.Y. 1977), 1986-03 (35), p.13

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Título:
Why consumers buy
Autor: O'Shaughnessy, John
Assuntos: Analysis ; Brand choice ; Brand name products ; Brand names ; Brand preferences ; Consumer behavior ; Consumer preferences ; Consumers ; Factors ; Marketing ; Pattern ; Psychological aspects ; Selection ; Values
É parte de: Chief executive (New York, N.Y. 1977), 1986-03 (35), p.13
Descrição: When considering whether to purchase a particular product, consumers rarely base their selections on the facts alone, but usually adopt one of three specific buying patterns: choose any brand because they all will serve well enough; choose the same brand consistently; or choose the brand that smells, feels or tastes the best. These three subjective options apply whenever the buying decision is not important enough for consumers to take the time to investigate the differences between brands more thoroughly, but they also evaluate brands in five objective categories: technical, legalistic, integrative, economic and adaptive. How consumers go about selecting from various brand name products is described, and the motivation behind their selections is discussed.
Editor: New York: Chief Executive Group LLC
Idioma: Inglês

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