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Review of literature on customer preference
Results Page 2 About Review Of Literature On Consumer Preference Free Essays
It is a study of decision-making process of buyers whether they are individuals or a group to understand their demand. For companies it is very important to understand consumer behavior so that they can identify their Consumer Preference - All marketing starts with the consumer. So consumer is a very important person to a marketer.
Literature Review on Consumer Behaviour
The researches show that ethical consumerism is focused on modeling ethical consumer behavior depending on the current models of attitude and behavior. It is analyzed from the study of Johnston et al that the model that is used frequently is Theory of Planned Behavior because it is the theory of attitude and behavior relationships. This theory provides explanation related to behavior, subjective norms, attitudes, perceived behavioral control, and behavior in permanent fundamental arrangement, and behavioral intentions. Bray et al stated that a measure related to the ethical obligation or personal moral must be added to the traditional theory of planned behavior.
Concepts 2. Marketing Strategy Marketing strategy is a long-term course of action designed to optimize allocation of the scarce resources at the disposal of a firm in delivering superior customer experiences and promote the interests of other stakeholders. Scarce resources include monetary capital, human capital, technology, time.