Strategic Aspects of Consumer Behaviour and Basic Paradigms in Consumer Behaviour Study

Violeta Peteva Laskova ()
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Violeta Peteva Laskova: University of Economics - Varna

Izvestia Journal of the Union of Scientists - Varna. Economic Sciences Series, 2018, vol. 7, issue 1, 78-86

Abstract: The question of strategic aspects of consumer behaviour is the subject of many researchers' discussions. There are two opposite points of view: the first is that consumer behaviour has a strategic aspect and it is of particular importance for the marketing strategy and the opposite – consumer behaviour at all should not have a strategic focus. In classical marketing for fundamental philosophy and paradigm is accepted positivism, which is also a basic principle in the theory of consumer behaviour. But, in the last two decades, positivism loses its position among the scientific community, and gives way to postmodernism, also called interpretationalism. In the future, positivism and postmodernism will continue to apply, discussions will continue, but the direction is optimistic and the ultimate goal is a deeper and more realistic understanding of consumer behaviour.

Keywords: consumer behaviour; strategic triangle; marketing paradigms; positivism; postmodernism; interpretationalism; rational consumer. (search for similar items in EconPapers)
JEL-codes: M31 (search for similar items in EconPapers)
Date: 2018
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