Culture & Consumer Behaviour

CULTURE : The study of culture is the study of all aspects of a society. It is the language, knowledge, laws, and customs that give that society its distinctive character and personality. In the context of consumer behaviour, culture is defined as the sum total of learned behaviours, beliefs, values, customs that serve to regulate […]

Social Class and Consumer Behaviour

SOCIAL CLASSES & CONSUMER BEHAVIOURS: Social Stratification, the divison of memebrs of a society into a hierarchy of distinct social classes, exists in all societies and cultures. Social class usually is defined by the amount of status that members of a specific class possess in relation to members of other classes. Social-class membership often serves […]

Consumer Behaviour Influencers

Consumer Behaviour & Purchase Decisions Influenced by Reference Groups and Families Almost all individuals regularly interact with other people who directly or indirectly influence their purchase decisions. Therefore, the study of groups and their impacts on the individual is of great importance,specially for the marketers who want to influence the consumer behaviours in favour of […]

Consumer Learning

What is Consumer Learning? Consumer Learning is the process by which individuals acquire the purchase and consumption knowledge and experience they apply to future related behaviour. Most of the learning is incidental. Some of it is intentional. Basic elements that contribute to an understanding of learning are:   Motivation Cues Response Reinforcement   There are […]

Consumer Research – Personality & Consumer Behaviour

Personality can be described as the psychological characteristics that both determine and reflect how a person responds to his or her environment. Although mostly the personality tends to remain consistent and enduring, it may change abruptly in response to a major life events. Personality also change gradually over time. Theories: 3 theories of personality are […]

Customer and Consumer Behaviour

The study of consumer behaviour enables the marketers to fully understand and be able to predict the consumer behaviours. It deals with not only with what the customer buy, but also with why, when, where, how, and how often they buy it. Consumer Research is the Methodology that is used to study Customer and Consumer […]