An Analysis of Consumer Values, Needs and Behavior
نویسنده
چکیده
This study examines the relationship of consumer values, needs and behavior in order to efficiently and effectively position and target the market. The purpose is to identify those motivational factors and variables that influence the consumer to make the purchase decision and types of personal values, motives, emotions and moods directing them. The empirical research is based on a survey with a sample of consumers from Hazara Division using questionnaire and interviews. The findings indicate that personal and interpersonal values are found to be the main motivators behind the purchase of milk products. Among the three types of needs identified to be satisfied through milk products, in order of importance, are health, taste consciousness and environmental needs.
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