Reference Groups

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

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Organizational Buying Behaviour

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

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Outlet Selection

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,

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Theories of Personality

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.

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Consumer Lifestyle

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

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What is Perception?

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)

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Consumer Involvement

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

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