La relazione tra il comportamento del consumatore e le circostanze d’acquisto

Market segmentation has always had a very important place in the marketing literature. Accordingly, within the last few years, a number of new developments have emerged in market segmentation. This paper discusses the importance of studying consumer behaviour in term of the contingency situations in which consumption behaviour occur. In other word, the apparently random purchasing (by the same person) of different product in different situations is explained, by a new market segmentation variable: the contingency variable. The author encourages, also, the utilization of sensemaking in the study of consumer behaviour.