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.
Introduction
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.