Understanding affluent consumers' nuances and behaviors is paramount for entrepreneur success. So, this week on Wealth Pathways: The Affluence Science Insights Podcast, host Marie Stella interviews marketing lecturer Dr. Haroon Iqbal Maseeh on the ins and outs of consumer behavior and how to incorporate it into your business plan.

Having been published in reputed journals, from the Information Technology & People to Psychology & Marketing and the International Journal of Consumer Studies, Dr. Haroon Iqbal Maseeh teaches several marketing courses at Griffith University. He has also served as guest editor for the Journal of Consumer Marketing and is currently a guest editor at Psychology & Marketing.

In this episode, Dr. Haroon Iqbal Maseeh sheds light on the differences between consumers and customers, elaborating that consumer behavior is about how consumers perceive a business, products, and industry as a whole, what a consumer’s needs are, as well as how they consume a product. He outlines key factors, from personalization to affordability and convenience, that comprise consumer decision-making in the digital age.

Together, Marie and Dr. Haroon Iqbal Maseeh look at various case studies such as Apple, and how their businesses benefited immensely from a strong understanding of consumer behavior. So, tune in this week for expert guidance on grasping consumer behavior and incorporating such insights into digital marketing for a flourishing business!

Follow Dr. Haroon Iqbal Maseeh's work via the following links: Griffith University: https://experts.griffith.edu.au/20964-haroon-iqbal-maseeh Google Scholar: https://scholar.google.com.au/citations?user=sDBbrF8AAAAJ&hl=en

Connect with Dr. Haroon Iqbal Maseeh via LinkedIn: https://www.linkedin.com/in/dr-haroon-iqbal-maseeh-phd-mba-685074145/

Produced by the Affluence Science Labs, a division of LMSL, the Life Management Science Labs.

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