Riassunto analitico
Purchasing decisions of individuals have been analyzed by marketing, sociology and psychology in order to understand which are the main mechanisms driving their buying decisions.
From a marketing point of view, the analysis of consumer behavior focused before on the research of psychoanalytic motivations in order to understand what are the inner emotional meanings of goods/services driving purchasing decisions. Following the studies have concentrated on the multivariate analysis to apply to promotion strategies, pricing, product development, packaging and distribution. Considering the multivariate analysis, study on consumer behavior consolidated the importance of informative input that consumers obtained during their decision process. This is why marketing appears more as a multidisciplinary approach rather than an interdisciplinary. Hence, marketing studies consumer behavior taking into consideration models coming from different disciplines. Models present in consumer behavior literature will be analyzed and applied to the e-commerce food context.
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