Consumer behavior in global markets: the A‐B‐C‐D paradigm and its application to eastern Europe and the Third World

Abstract

Consumer behavior in international markets is a topic that is still not well understood. Proposes a framework, called the A‐B‐C‐D paradigm. Suggests that a marketer examine four stages – access, buying behavior, consumption characteristics, and disposal – covering the entire spectrum of consumer behaviors with respect to a product/service. The paradigm is universally applicable to any particular culture or country of interest. Since there has been no comprehensive examination of consumer behavior in eastern Europe and the Third World, focusses on using the A‐B‐C‐D paradigm to gain a better insight into consumer behavior in these countries. Offers recommendations to companies wishing to market their products in these countries.

Citation

Raju, P.S. (1995), "Consumer behavior in global markets: the A‐B‐C‐D paradigm and its application to eastern Europe and the Third World", Journal of Consumer Marketing, Vol. 12 No. 5, pp. 37-56. https://doi.org/10.1108/07363769510147768