THEORIES OF THE FIRM IN RELATION TO CONSUMER BEHAVIOUR: A REVIEW
Abstract
This paper aimed at identifying various theories of the firm in relation to consumer behaviour. In light of the above, related literatures were extensively reviewed and discussed using the marketing insights to establish how the identified firm theories which include neoclassical theory, expectancy theory, resource dependence theory, agency theory, and theory of motivation impact on the behaviour of the consumer. Based on the review of literature, the paper concluded that firm theories in relation to consumer behaviour can be used to achieve marketing success.
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Published in JOURNAL OF ACCOUNTING AND BUSINESS
ISSN: 1596-9912
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