COMPREENDENDO A ESCOLA DO COMPORTAMENTO DO CONSUMIDOR
DOI:
https://doi.org/10.2026/5szb6h10Keywords:
Escola, Comportamento, Consumidor, MarketingAbstract
Este estudo aborda uma das mais importantes Escolas de Pensamento do Marketing (EPM), a Escola do Comportamento do Consumidor (ECC), que, como parte de um grupo de ‘escolas’ que explicam o desenvolvimento do próprio Marketing, e do potencial científico dele, essa escola estuda o comportamento do consumidor de bens, que, naturalmente, é um dos mais importantes fenômenos de um sistema socioeconômico no qual impera a criação e comercialização de bens para atender as demandas sociais. O objetivo geral desse estudo é promover o conhecimento da ECC, e assim gerar compreensão sobre a sua importância para a prática mercadológica. De abordagem bibliográfica, este estudo apresenta autores muitos importantes, e que tornaram possível a criação da ECC. Enquanto área do conhecimento científico aplicado, o Marketing foi bastante beneficiado pelo desenvolvimento da ECC, pois, essa escola propiciou novos conhecimentos por meio dos quais as organizações passaram a fazer considerações mais adequadas sobre como agir com os seus clientes e consumidores. Organizações que compreendem a importância do acompanhamento do comportamento de compra e de consumo dos clientes, possuem mais chances de mantê-los como clientes ativos ao longo do tempo.
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