Theory Of Varied Consumer Choice Behavior And Its Importance

Part I of Essay
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 ....

Part II of Essay
.... 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 remains constant. Instead, consumers frequently change their choices of products or brands. Furthermore, the choices made on differ ....