Products with customer resistance

a specific product category

Authors

  • Mária Törőcsik PTE KTK GTI Marketing Tanszék
  • Eszter Jakopánecz PTE KTK, Gazdálkodástudományi Doktoriskola

Keywords:

fogyasztói magatartás, fogyasztói ellenállás, termékkategóriák, innovációk elfogadása, társadalmilag elítélt fogyasztás

Abstract

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: 21 November 2024).

Issue

Vol. 44 No. 2 (2010)

Section

Marketing Research

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