(Hoyer & MacInnis 221) Research on consumer behavior provides firms with information about their target market and the business environment. Researchers provide a careful analysis of the firm’s plans, activities and methods. Relationships that are of interest to consumer researchers are classified as “correlations and causal”, which is similar to the cause and effect situation. A correlation occurs when statistics among the factors have significant relationship. Examples of variables are advertising and research which can be the subject of correlation research. There is positive correlation when two variables act at the same time. There is negative correlation in a situation where two variables are in opposite direction. Advertising and sales are correlated positively since both increase at the same time. On the other hand, product defects and customer regard for the product have a negative correlation; meaning, as product defects are seen or felt, customer is dissatisfied. (Kardes et al. 368) Consumer behaviour involves the study of psychology and sociology, and it is important to apply this on the Honda market segment. Sociology includes study of different cultures. Culture influences the American decision-making process and their decision to buy. ...
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