MODELS OF CUSTOMER BEHAVIOR AS A BASIS OF MARKETING STRATEGY

被引：0
|
作者：
Ivanova, T. A. [1 ]
机构：
[1] Russian Acad Sci, Inst Econ Strategies, Social Sci Div, Sretenskii Blvd 6-1, Moscow 101000, Russia
来源：
RUDN JOURNAL OF SOCIOLOGY-VESTNIK ROSSIISKOGO UNIVERSITETA DRUZHBY NARODOV SERIYA SOTSIOLOGIYA | 2012年 / 02期
关键词：
marketing strategies; consumer society; customer behavior; rational customer; irrational customer; motivated customer; customer-conformist; customer-zombie; ethical customer;
D O I：
暂无
中图分类号：
C91 [社会学];
学科分类号：
030301 ; 1204 ;
摘要：
The article is devoted to the analysis of six main models of customer behavior in contemporary society and the specific tasks of marketing departments of companies at today's stage of development. The given models take into consideration: motives for choosing a product, the degree of product awareness and independence of choice, the degree of customer satisfaction with the product, lines and possibilities of making an impact on customer choice through marketing and promotion stimulation. The author believes that these models may serve as a basis in the formation of effective marketing strategies, as they describe the customers in all the stages of their actions in the process of buying products, accumulating and analyzing the experience of using them.
引用
收藏
页码：110 / 118
页数：9
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