Marketing for Entrepreneurs and SMEs

Marketing for Entrepreneurs and SMEs

A Global Perspective

Maja Konečnik Ruzzier, Mitja Ruzzier and Robert D. Hisrich

In recent years, entrepreneurs and SMEs have been forced to adapt to a rapidly changing, increasingly globalized world, an evolution that has had a profound impact on marketing strategies. This timely volume identifies the many new opportunities available to entrepreneurs and SMEs in the global marketplace, and offers tactical and strategic marketing approaches to help them succeed in the modern business world.

Chapter 7: Consumer purchase behavior

Maja Konečnik Ruzzier, Mitja Ruzzier and Robert D. Hisrich

Subjects: business and management, entrepreneurship, international business, marketing


Many SMEs are concerned about consumers’ changing behavior and making it hard to follow with their existing business models. One SME founder mentioned that he had this problem but it was resolved on a personal basis, as indicated in his story which follows. I have noticed certain changes in my business related to consumer behavior, but the changes were not so radical and I have not really understood the potential impact of such change on the business, until some very big things occurred. The birth of a child is something unique and special, but the process of adapting to change is another story. I thought this would be something natural and we would solve it with a few visits to different specialized shops, but I was wrong. In the middle of my wife’s pregnancy, she started to ‘nest’. She started to collect all possible information about baby equipment available. She was surfing for hours on the internet, reading forums and blogs, checking websites and reviews about certain products. We bought dozens of specialized journals, visited all possible shops and read all catalogues about the necessary as well as unnecessary equipment. An important source of information was her colleagues who were doing the same activities.

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