Consumer Behavior and Product Performance: An Alternative Conceptualization

An alternative conceptualization of consumer behavior is developed to provide better information on product success and failure. In this approach, the concepts of awareness set and evoked set are expanded to include inert set and inept set. The approach supplies relevant clues for present product pe...

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Bibliographic Details
Published in:Journal of marketing 1975-10, Vol.39 (4), p.1-6
Main Authors: Narayana, Chem L., Markin, Rom J.
Format: Article
Language:English
Subjects:
Advertising
Brand differentiation
Brands
Comparative advertising
Conceptualization
Consumer advertising
Consumer behavior
Consumer economics
Consumer motivation
Consumers
Marketing
Product performance
Studies
Toothpaste
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Description
Summary:An alternative conceptualization of consumer behavior is developed to provide better information on product success and failure. In this approach, the concepts of awareness set and evoked set are expanded to include inert set and inept set. The approach supplies relevant clues for present product performance and future marketing strategies.
ISSN:0022-2429
1547-7185
DOI:10.1177/002224297503900401