Products with customer resistance
a specific product category
Keywords:
fogyasztói magatartás, fogyasztói ellenállás, termékkategóriák, innovációk elfogadása, társadalmilag elítélt fogyasztásAbstract
Authors do not study categories of consumer goods particularly, this topic is rarely analysed. Essential in these categories is diversity of customer behaviour and demand on the market. Products indicating consumer resistance do not appear in any category, which does not exist in Hungarian marketing literature, thus we suggest considering it as a new one. In this paper we reveal the characteristics of consumer resistance by the help of the current state of knowledge of marketing literature.
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Published
2019-10-10
How to Cite
Törőcsik, M. and Jakopánecz, E. (2019) “Products with customer resistance: a specific product category”, The Hungarian Journal of Marketing and Management, 44(2), pp. 4–12. Available at: https://journals.lib.pte.hu/index.php/mm/article/view/450 (Accessed: 25 August 2024).
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Section
Marketing Research