Consumer Attitudes Towards Customized Marketing (häftad)
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Format
Häftad (Paperback / softback)
Språk
Engelska
Antal sidor
68
Utgivningsdatum
2011-10-20
Förlag
LAP Lambert Academic Publishing
Medarbetare
Shahriar, Shibli
Illustrationer
black & white illustrations
Dimensioner
229 x 152 x 4 mm
Vikt
114 g
Antal komponenter
1
Komponenter
Paperback
ISBN
9783846531563

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Consumer Attitudes Towards Customized Marketing (häftad)

Consumer Attitudes Towards Customized Marketing

Prospects and Possibilities in Bangladesh

av Masum Iqbal, Shibli Shahriar
Häftad Engelska, 2011-10-20
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This research monograph delineates target marketing strategies with the main focus on Customized Marketing. In Marketing "one size fits all" does not apply. "Customized marketing" or "mass customization" is such an important strategic approach whereby elements of the marketing mix are individualized for each customer. This monograph deals with two empirical studies in which 300 Bangladeshi consumers living in Dhaka city were interviewed regarding their experiences with and attitudes toward mass customized products. The major findings were that attitudes towards customized marketing are being gradually positive. Nearly half of the respondents reported buying a personalized product and these buyers were very satisfied with their purchases. The most likely buyers of this type of product tend to be well educated consumers, younger, and higher than average income levels. Our findings suggest that there is a market for all kinds of personalized products in Bangladesh. Marketers should target downscale consumers with strategies designed to change negative attitudes before sales are made.
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