MARKETING PLANNING AS A MEANS OF ACHIEVING INCREASE IN MARKET SHARE IN NIGERIA
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- Recommended for : Student Researchers
- NGN 3000
EXCERPT FROM THE STUDY
Eliaz & Spiegler (2008) on their own, presented a model of competitive marketing based on the notion that consumers are boundedly rational, and that firms use marketing tactics in an attempt to influence consumers’ decision process. The standard model of consumer behaviour, they claimed, assumes that consumers apply well-defined preferences to perfectly perceive set of available alternatives. They retained assumption that consumers have stable preferences, but relaxed the assumptions that they have a perfect perception of what is relevant for their consumption problem, thus allowing firms to manipulate that perception.
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