Introduction

Wolfgang Ziniel ()

Chapter 1 in Third Party Product Reviews and Consumer Behaviour, 2013, pp 1-7 from Springer

Abstract: Abstract In mature markets, the brands offered are often identical in their core product features. Therefore, differences in product quality are hardly discernible for the consumers. A frequently postulated solution to this dilemma is the placement of additional experience-orientated values in advertising, design, point-of-sale and packaging activities (Belz 1989, 264; Weinberg 1992; Kroeber-Riel and Weinberg 2003, 221).

Keywords: Consumer Behaviour; Purchase Intention; Packaging Activity; Marketing Science; Realistic Premise (search for similar items in EconPapers)
Date: 2013
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DOI: 10.1007/978-3-8349-3633-2_1

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