James H. Leigh and Terrance G. Gabel
Notes how many products are purchased due to their symbolicsignificance to important reference groups. Discusses the concept ofsymbolic interactionism and considers this with…
Abstract
Notes how many products are purchased due to their symbolic significance to important reference groups. Discusses the concept of symbolic interactionism and considers this with regard to consumerbehaviour. Suggests that marketing practitioners can develop symbolic relevance via marketing strategy. Makes recommendations for target market definition and marketing mix options.
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James H. Leigh and Terrance G. Gabel
Considers the concept of symbolic interactionism within the contextof consumer behaviour. Examines the implications for market strategythrough segmentation variables, consumer and…
Abstract
Considers the concept of symbolic interactionism within the context of consumer behaviour. Examines the implications for market strategy through segmentation variables, consumer and group characteristics, and general exemplary concepts. Surmises that marketers can create a product′s symbolic image, and should manage that image through a clear and consistent marketing program.