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Journal cover: Journal of Consumer Marketing

Journal of Consumer Marketing

ISSN: 0736-3761

Online from: 1984

Subject Area: Marketing

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Consumer behavior in global markets: the A-B-C-D paradigm and its application to eastern Europe and the Third World


Document Information:
Title:Consumer behavior in global markets: the A-B-C-D paradigm and its application to eastern Europe and the Third World
Author(s):P.S. Raju, (Associate Professor, School of Business, College of Business and Public Administration, University of Louisville, Louisville, Kentucky, USA.)
Citation:P.S. Raju, (1995) "Consumer behavior in global markets: the A-B-C-D paradigm and its application to eastern Europe and the Third World", Journal of Consumer Marketing, Vol. 12 Iss: 5, pp.37 - 56
Keywords:Consumer behaviour, Developing countries, Eastern Europe, Marketing, Third World
Article type:Research paper
DOI:10.1108/07363769510147768 (Permanent URL)
Publisher:MCB UP Ltd
Abstract:Consumer behavior in international markets is a topic that is still not well understood. Proposes a framework, called the A-B-C-D paradigm. Suggests that a marketer examine four stages – access, buying behavior, consumption characteristics, and disposal – covering the entire spectrum of consumer behaviors with respect to a product/service. The paradigm is universally applicable to any particular culture or country of interest. Since there has been no comprehensive examination of consumer behavior in eastern Europe and the Third World, focusses on using the A-B-C-D paradigm to gain a better insight into consumer behavior in these countries. Offers recommendations to companies wishing to market their products in these countries.



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