The sales promotion has become one of the most powerful tools to change the perception of buyers and has a significant impact on their purchase decision ( Khan et al., 2019). Studies developed by Meena (2018) show that from a young age one begins to have a preference for one product/service over another, as we are confronted with various commercial stimuli that shape our choices. Thus, it appears that the advertising message can cause a certain psychological influence that motivates individuals to desire and, consequently, buy a certain product/service ( Wertenbroch et al., 2020). This research is essential for marketers to be able to improve their campaigns and reach the target audience more effectively ( Ding et al., 2020).Ĭonsumer behavior refers to the activities directly involved in obtaining products /services, so it includes the decision-making processes that precede and succeed these actions. It is through the analysis of the factors that have a direct impact on consumer behavior that it is possible to innovate and meet their expectations. In this scenario it is essential to know the consumer well ( Varadarajan, 2020). The markets are different and characterized by an increased competition, as well a constant innovation in products and services available and a greater number of companies in the same market. In recent years, the study of consumer behavior has been marked by significant changes, mainly in decision-making process and consequently in the influences of purchase intention ( Stankevich, 2017).
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