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A Marketing Audit Using a Conceptual Model of Consumer Behavior: Application and Evaluation

Alice M. Tybout and John R. Hauser
Journal of Marketing
Vol. 45, No. 3 (Summer, 1981), pp. 82-101
DOI: 10.2307/1251544
Stable URL: http://www.jstor.org/stable/1251544
Page Count: 20
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Since scans are not currently available to screen readers, please contact JSTOR User Support for access. We'll provide a PDF copy for your screen reader.
A Marketing Audit Using a Conceptual Model of Consumer Behavior: Application and Evaluation
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Abstract

This paper examines the role that conceptual models of consumer behavior can play in a marketing audit. Research employing a model of consumer decision making (an expanded version of a normative model developed by Hauser and Urban), to assess the market position of a public transportation system, is reported. Use of this model to design and select strategy and to reassess market position after strategy implementation also is illustrated. The advantages and limitations of this approach to decision making are discussed.

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