“The consumer, so it is said, is the king… each is a voter who uses his
money as votes to get the things done that he wants done” [Samuelson in
Oxford Dictionary of 20th Century Quotations, 2000:274].
There is no question about it – consumers are paramount to the economy. All marketing
decisions are based on assumptions about consumer behaviour [Hawkins et al., 2001:8,
Mulkern, 2001:126; and Labbe, 2000:38]. In order to create value for consumers
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