Trends in Consumer Marketing and Resulting Consumer Behavior

Consumption Behavior
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Anneke Zwart
Student (University), Netherlands
Fortin and Uncles (2011) reviewed the last decade in consumer marketing and its main developments and trends. They argue that the B2C marketing environment has made rapid transformations during this period, and can now be portrayed as turbulent and disruptive. These transformations have significantly changed the way that consumers behave and are therefore important to outline. What are the main drivers for those rapid changes? According to the authors, the following three major changes have resulted in rapid transformations that have significantly changed the consumer marketing environment and consumer behavior: PHYSICAL ENVIRONMENT CHANGES: This can refer to two different situations. First of all, it can refer to random acts of nature such as natural disasters, floods, tsunamis and earthquakes. Secondly it can also refer to human-made physical environment changes such as terrorism. Many of such occurrences have been accompanied by decreased economic activity by consumers. B (...) Read more? Sign up for free

 

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