From Consumer Likes and Dislikes to a Consumer Behaviour Theory

Abstract

Discusses the results of a consumer survey on the likes and dislikes of consumers towards breakfast cereals. Suggests a possible model of consumer behaviour to explain their preferences. The perceived risks and risk‐reducing strategies used by consumers are empirically investigated. Discusses the results in a way that highlights their usefulness to the industry′s marketers.

Citation

Mitchell, V. and Boustani, P. (1992), "From Consumer Likes and Dislikes to a Consumer Behaviour Theory", Nutrition & Food Science, Vol. 92 No. 3, pp. 11-14. https://doi.org/10.1108/EUM0000000000956