The Role of Consumer Behavior in Marketing Decisions

The Role of Consumer Behavior in Marketing Decisions

Introduction

The decision process is characterized by both extensive experience and strong involvement in respect of new and improved products. Of course, such a process cannot occur if the product is high involvement, if the attitude has been formed on the basis of satisfactory experience (or very negative in the case of a negative attitude) and if the context social as well as the personality of the consumer can take into account the attitude in decision making. The attitude is a particularly effective mechanism which allows the consumer, ...