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Consumer Behaviour (Group Factors (Refer to the influence of various…
Consumer Behaviour
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Consumer Decision-making
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The environment-economy, technology etc
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Individual factors
Needs, attitudes, perception, learning abilities & personal traits are individual factors that determine what a consumer will/will not buy.
Refers to the behaviour patterns of decision-making units directly involved in purchase and use of products, including the decision-making process preceding and determining these behaviour patterns
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Marketers need to know why consumers behave as they do because consumer behaviour can be explained, influenced & predicted