The elucidation of marketing trends and a post-positivist approach to understand consumer behaviour – a review

Rabby, Fazla ORCID: https://orcid.org/0000-0002-2683-7218 and Chimhundu, Ranga and Hassan, Rumman (2021) The elucidation of marketing trends and a post-positivist approach to understand consumer behaviour – a review. Journal of Tianjin University Science and Technology, 54 (8). pp. 13-32. ISSN 0493-2137


Abstract

This paper aims to explore recent trends in marketing and major factors that influence consumer buying behaviour. The study of consumer behaviour and the consumer market has evolved significantly over the years. Marketing was often studied under positivist philosophical theory until the 1980s when a post-positivist trend emerged. The problem is to isolate the key factors influencing consumer behaviour, explaining the significance of each factor within the overall consumer market from the point of view of marketing as a social science as well as a commercial practice. From there it will be important to assess the value of the marketing models that have been used, within the very large body of marketing knowledge that has accumulated since the 1960s. It is important to trace the trends in marketing from that time to the present and to consider likely tendencies in the future. To stress interpretivist schemes, it is useful to consider whether positivism was responsible for a wrong path in marketing, or whether it may have not been the positivist statements that were made but the tendency for many models to be conceived with certain assumptions taking the place of variables in the building of models. It is crucial to review the image of the consumer, often as a marketing target, in a changing light where the consumer became a responsible interlocutor who provided feedback and even worked as a collaborator. Findings from this study highlight that it will be very important in drafting text and discussing issues to concentrate on the development of proto-models that may elucidate the relative strength of possible factors, and economically distribute the overall aims of models to balance and refine individual factors that empower marketing campaigns. This study also recommends numerous directions for future research related to consumer behaviour.


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Item Type: Article (Commonwealth Reporting Category C)
Refereed: Yes
Item Status: Live Archive
Additional Information: Permanent restricted access to Published version in accordance with the copyright policy of the publisher.
Faculty/School / Institute/Centre: Current - Faculty of Business, Education, Law and Arts - School of Business (18 Jan 2021 -)
Faculty/School / Institute/Centre: Current - Faculty of Business, Education, Law and Arts - School of Business (18 Jan 2021 -)
Date Deposited: 31 Aug 2021 04:57
Last Modified: 31 Aug 2021 05:02
Uncontrolled Keywords: behaviour, consumer, consumer behaviour, influence, marketing, marketing trend, post-positivist approach
Fields of Research (2008): 15 Commerce, Management, Tourism and Services > 1505 Marketing > 150501 Consumer-Oriented Productor Service Development
15 Commerce, Management, Tourism and Services > 1505 Marketing > 150502 Marketing Communications
15 Commerce, Management, Tourism and Services > 1505 Marketing > 150503 Marketing Management (incl. Strategy and Customer Relations)
Fields of Research (2020): 47 LANGUAGE, COMMUNICATION AND CULTURE > 4701 Communication and media studies > 470101 Communication studies
35 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 3506 Marketing > 350605 Marketing management (incl. strategy and customer relations)
35 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 3506 Marketing > 350601 Consumer behaviour
Socio-Economic Objectives (2008): E Expanding Knowledge > 97 Expanding Knowledge > 970120 Expanding Knowledge in Language, Communication and Culture
E Expanding Knowledge > 97 Expanding Knowledge > 970110 Expanding Knowledge in Technology
E Expanding Knowledge > 97 Expanding Knowledge > 970115 Expanding Knowledge in Commerce, Management, Tourism and Services
Socio-Economic Objectives (2020): 28 EXPANDING KNOWLEDGE > 2801 Expanding knowledge > 280121 Expanding knowledge in psychology
28 EXPANDING KNOWLEDGE > 2801 Expanding knowledge > 280106 Expanding knowledge in commerce, management, tourism and services
28 EXPANDING KNOWLEDGE > 2801 Expanding knowledge > 280116 Expanding knowledge in language, communication and culture
Identification Number or DOI: doi:10.17605/OSF.IO/4C8YH
URI: http://eprints.usq.edu.au/id/eprint/43446

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