CONSUMER BEHAVIOR IN CHOICE OF FOOD AND BRANDING

被引：0

作者：

Nair, Suja R. ^{[1
]}

Maram, Hari Krishna ^{[2
]}

机构：

[1] Jain Univ, Bangalore, Karnataka, India

[2] Imperial Coll Business Studies, Bangalore, Karnataka, India

来源：

FUTURE OF ENTREPRENEURSHIP | 2014年

关键词：

Consumer behavior; interdisciplinary; diversity; consumer decision making process; brand equity; food conception value; customer value; consumer evaluation of food; branding strategy; MODEL;

D O I：

暂无

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

Purpose: To understand the conceptual link to consumer food choice behavior and learn on how to add to customer value through branding is proposed. Methodology: Through a literature review the paper distinguishes the concepts relevant to consumer behavior and branding. The effects of these concepts while analyzing: consumer behavior in general and their food consumption behavior are discussed drawn from studying various research implications. Findings/ Practical value: A number of research studies signifying the influence of the interplay of diverse fields on the consumer behavior in the choice of food and in adding to customer value through branding were identified. The outcomes of these research studies should be of interest to behavioral researchers trying to analyze food consumption behavior among individuals.

引用

页码：1335 / 1344

页数：10

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