Product classification and the theory of consumer behavior
Journal of the Academy of Marketing Science · 1974 · Volume 2 · Issue 4
Abstract
Product classifications have been used as a normative framework to generalize product characteristics and market responses. To be more useful in guiding marketing strategy, classification schemes should incorporate the characteristics of the consumer's decision process. This article attempts to establish the link between product classification and consumer decision theory by demonstrating a direct association between Copeland's well-known convenience-shopping goods typology and the Howard-Sheth model of consumer decision-making.
Keywords
Marketing Characteristic, Personal Selling, Stimulus Ambiguity, Consumer Decision Process, Channel Conflict
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