Consumer behaviour analysis and consumer brand choice.

摘要

This is the SECOND of TWO linked articles on consumer behavioural analysis dealing with the Behavioural Perspective Model, which locates consumer behaviour at the intersection of the consumer’s learning history and the consumer situation. As an example of research inspired by the Model, this article presents investigations into consumers’ patterns of brand choice, showing how brand repertoires are formed and how brands are selected within those repertoires. udud