Montenegrin Journal of Economics


Perceptions And Consumer Behaviour

Milorad Jovović and Bojana Femić

2006, vol. 2, no. 4, p. 157-164


Marketers' success in influencing purchase behaviour depends in large part on how well they understand consumer behaviour. They need to understand how consumers gather information regarding various alternatives and use this information to select among competing brands. Knowledge of how consumers acquire and use information from external sources is important to marketers in formulating communication strategies. The main point of this paper is to show results of the survey regarding consumer purchase behaviour when they buy commodities that they use almost every day and that have a low value. As a model we used 1100 examinees from nine montenegrin towns, from all three regions. At the same time, the aim was to show positioning of montenegrin products and consumers' attitude toward them.


suggested citation:

Milorad Jovović and Bojana Femić. "Perceptions And Consumer Behaviour." Montenegrin Journal of Economics. vol. 2, no. 4, 2006, p. 157-164

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