دانلود مقاله ISI انگلیسی شماره 6794
عنوان فارسی مقاله

رویکرد اقتصاد رفتاری نسبت به انتخاب نام تجاری مصرف کننده __ تجزیه و تحلیل فردی

کد مقاله سال انتشار مقاله انگلیسی ترجمه فارسی تعداد کلمات
6794 2012 9 صفحه PDF سفارش دهید 3510 کلمه
خرید مقاله
پس از پرداخت، فوراً می توانید مقاله را دانلود فرمایید.
عنوان انگلیسی
Behavioural Economics Approach on Consumer Brand Choice—An Individual Analysis
منبع

Publisher : Elsevier - Science Direct (الزویر - ساینس دایرکت)

Journal : Procedia - Social and Behavioral Sciences, Volume 65, 3 December 2012, Pages 410–418

کلمات کلیدی
اقتصاد رفتاری - انتخاب نام تجاری - جایگزینی - قیمت -
پیش نمایش مقاله
پیش نمایش مقاله رویکرد اقتصاد رفتاری نسبت به انتخاب نام تجاری مصرف کننده __ تجزیه و تحلیل فردی

چکیده انگلیسی

This research intends to explain more on brand choice particularly related to the consumer s sensitivity towards price changes. Theories and principles of behavioural economics specifically the matching law, are utilised in this study, as they explain more about brand choice. It examines and elucidates why consumers choose a certain product/brand and what influences them to do so. Price, an obvious source of explanation in behavioural economics has not been systematically related to brand choice other than in the context of promotional campaigns which are short-lived tactical exceptions to marketing strategies (Ehrenberg et al., 1994). Price differentials among rival brands are usually assumed to be too small to influence the patterns of brand choice. A sample of 200 respondents are obtained from the panel data; A.C Nielson Company where each of them bought the four products; baked beans, fruit juice, yellow fat and biscuits within 52 weeks. The analysis of the data in this research is done individually and quantitatively In order to elucidate in detail the decision mechanisms engaged by consumers in making choices, the theories and methodologies used by behavioural economists are where three analyses are conducted which are matching, maximisation and relative demand analyses. The results show that, at individual level, (a) consumers’ purchasing patterns show matching, (b) consumers maximize returns where each individual are proven to be having different influences throughout their everyday consumption.

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