Consumer Behaviour

Reference Groups A reference group serves as a frame of reference for an individual and influences his/her behavior. A reference group can have considerable influence

Organizational Buying Behaviour The goals of organizational buyers and personal consumers are different. Organizational goals are concerned with producing a good or providing a service

Outlet Selection Consumers’ selection of outlets is important to managers of retail establishments and also to consumer goods marketers. According to J.J. Stoltman, J.W. Gentry,

What is Culture? How does culture affect the needs we recognize? Culture is crucial when it comes to understanding the needs and behaviors of an

Maslow’s Hierarchy of Needs In a hierarchy of motives, the most influential motive is seen as enjoying the most dominant position, and so on throughout

Theories of Personality Personality psychology is the focus of some of the best known psychology theories by a number of famous thinkers including Sigmund Freud.

Consumer Lifestyle When people are passionate about a brand it becomes a part of their lifestyle. It involves segmenting the market on the basis of

Perception Sensation Exposure only requires the presence of a stimulus within an individual’s relevant environment. For example, a person is exposed to a commercial (stimulus)

Consumer Involvement Consumer involvement is defined as a state of mind that motivates consumers to identify with product/service offerings, their patterns, and consumption behavior. Involvement