A Marketing Audit using a Conceptual Model of Consumer Behavior: Application and Evaluation
Open Access
- 1 June 1981
- journal article
- research article
- Published by SAGE Publications in Journal of Marketing
- Vol. 45 (3) , 82-101
- https://doi.org/10.1177/002224298104500307
Abstract
This paper examines the role that conceptual models of consumer behavior can play in a marketing audit. Research employing a model of consumer decision making (an expanded version of a normative model developed by Hauser and Urban), to assess the market position of a public transportation system, is reported. Use of this model to design and select strategy and to reassess market position after strategy implementation also is illustrated. The advantages and limitations of this approach to decision making are discussed.Keywords
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