Sidney J Levy is an internationally recognized writer whose ideas began to influence marketing executives in the late 1940s. They continue to impact today on: how we think about marketing's role in management; how managers develop product and brands; how they understand their consumers; and how corporate and academic researchers investigate marketplace concerns. Brands, Consumers, Symbols and Research is a comprehensive collection of Sidney J Levy's essays and studies of marketing.
Chapter 40: Consumer Behavior in the United States: The Avid Consumer
Consumer Behavior in the United States: The Avid Consumer
Ten years ago, I visited Tokyo and spoke about Consumer Behavior in the United States (see Chapter 35). Thus, I can compare the present situation with the trends that were going on at that time. Some general issues that I noted at that time are not only the same but have intensified. For example, the pressures on managers to understand the consumer were seen then to be growing increasingly urgent. This was seen as generally due to the increasing force of competition and the resulting fragmentation of the marketplace. Those pressures are now stronger than ever and do not show any signs of lessening. However, some of ...