Purchase constraint analysis: An alternative perspective for marketers
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The task of the marketer is to facilitate the exchange with consumers. This exchange process can be inhibited if consumers face constraints to the purchase. The focus of the marketer should be not only product attributes but also any constraining factors in the purchase environment. This article provides a framework to identify and discuss these purchase constraints. The constraints facing the consumer could be: marketing, cultural, social, personal, or structural constraints. In addition to the traditional dichotomy of controllable and uncontrollable constraints, it is suggested there are constraints that may not be uncontrollable but may be semicontrollable. A purchase constraint matrix is constructed to outline the constraints and is followed by the implications to marketing managers and researcher.
KeywordsMarketing Consumer Behavior Product Attribute Structural Constraint Alternative Perspective
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