The Consumer’s decision to purchase or not to purchase a product or service is an important moment for most marketers. It can signify whether a marketing strategy has been successful or not. Therefore, marketing people are interested in the consumer’s decision making process. For a consumer to make a decision, more than one alternative must […]
Tag: marketing communication
Consumer Behaviour, Consumer Influence and the Process of Diffusion
What is Opinion Leadership? Opinion Leadership is the process by which the opinion leader informally influences the actions or attitudes of others, who may be opinion seekers or merely opinion recipients. Opinion receivers perceive the opinion leader as a highly credible, objective source of product information who can help reduce their search and analysis time […]
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 […]
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 […]
Marketing Communication and Consumer Behaviour
MARKETING COMMUNICATION: There are 5 basic components of communication: Sender Receiver Medium Message Feedback In the communications process, the sender encodes the message using words,pictures, symbols sends it through a selected medium. The receiver decodes the message based on his or her personal characteristics and experience, and responds based on such factors as selective […]
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