Video: Thursday, 20 March 2014
Companies spend billions of dollars annually studying what makes consumers tick. Marketers used to believe consumers had stable preferences and just one role to play, for example as a responsible mother or a business professional. Professor Slawek Magala explains that shoppers actually play many different roles a day. To understand consumers’ decision-making process when buying, and what product or service they decide to purchase, it is necessary to recognise these different roles.
Rotterdam School of Management, Erasmus University
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Rotterdam School of Management, Erasmus University (RSM) is one of Europe’s top-ranked business schools. RSM provides ground-breaking research and education furthering excellence in all aspects of management and is based in the international port city of Rotterdam – a vital nexus of business, logistics and trade. RSM’s primary focus is on developing business leaders with international careers who can become a force for positive change by carrying their innovative mindset into a sustainable future. Our first-class range of bachelor, master, MBA, PhD and executive programmes encourage them to become to become critical, creative, caring and collaborative thinkers and doers.
