The new consumer emerges
New consumers have emerged in North America. These consumers have higher expectations and are more demanding than yesterday's consumers. Businesses must meet these requirements if they are to hold a competitive place in today's marketplace. The authors report on research that identifies the key characteristics of the new consumers and suggest worker attitudes and behaviors that must be employed to serve these changing demands. This article also includes a lengthy sidebar that examines the factors that drive consumer attitude change over time.
Keywords: Customer Behaviour; Decision Making; Purchasing; Selling; Service Quality
Document Type: Research Article
Publication date: 01 May 2000
- Previously published as The Antidote
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