Manipulation tactics and consumer behavior: creating a desire to purchase.
A study on the potential tactics to influence customer behaviour and the actual effects on purchasing behaviour. A study based on the American FMCG market.

This study will provide a clarification and definition of ‘tactics’ to ‘influence’ customers’ behaviour. This definition has been provided – amongst others – by Abraham (1997). It will show the development of those tactics in the last 50-60 years in the American domestic market. As a reference pool, this study will highlight on the American Fast Moving Consumer Goods (‘FMCG’) market.

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