Traditional Consumer Behavior Research Articles

A Customer Analysis Course for the Marketing Curriculum

Customer analysis is an activity that is or should be performed by organizations. The blending of concepts from the traditional consumer behavior course and the marketing research course can provide students with concepts and tools that will enable them to provide useful customer analyses for organizations. The creation of a customer analysis course is also an opportunity for business schools to make their programs more closely aligned with the functions and activities of businesses.

Why Saving Ratios Have Risen

The author examines traditional consumer behaviour theory to determine how consumers might be expected to respond to changes in actual and expected price levels, net wealth and interest rates. it is found that actual saving behaviour has not conformed to these expectations. The author suggests reasons why this has been so and why saving ratios have risen. He concludes that some of the assumptions of traditional theory cannot be justified and that it omits several important determinants of consumption Including lags, imperfect knowledge, inability to acquire inflation hedges, liquidity, debt levels, “forced” saving, the desire to maintain real wealth and the price level.