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Utility: the key to understanding markets

Authors :
Hutchinson, P.C.
Marchant, L.J.
Source :
Journal of the Market Research Society. January 1995, Vol. 37 Issue 1, p35, 15 p.
Publication Year :
1995

Abstract

Understanding markets: the Optima model The basic assumption of the Optima model is that individuals making purchases will choose as if to maximise net utility; this is to say, they [...]

Subjects

Subjects :
Consumer behavior -- Models
Marketing research -- Models
Product management -- Models
Advertising, marketing and public relations
Business
Models

Details

Language :
English
ISSN :
00253618
Volume :
37
Issue :
1
Database :
Gale General OneFile
Journal :
Journal of the Market Research Society
Publication Type :
Academic Journal
Accession number :
edsgcl.16637552

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Authors Abstract Subjects Details