Interpersonal Influence and Consumer Behavior

Consumers don’t operate in isolation; they interact with other individuals on daily basis. These interactions influence each other in many ways. Interpersonal influence is referred to the change in one’s behavior due to other’s feelings, thoughts that are...

Consumer decision making

We all make decisions. In context of marketing, decisions can be regarding whether to make a purchase or not, which brand to be choose from the pool, which retail outlet to go to shop from, who will from the family will decide etc. All these questions are faced by the...

Impulse Buying Behavior

Impulse buying is a phenomenon that is widely recognized in the Western part of the world. It is defined as “any purchase which a shopper makes but has not planned in advance” (Wikipedia.com). But recently the researchers have extended the definition and included...

Consumer Motivation

Why do people shop? How a consumer does assess his/her needs? What motivates them to choose a particular product over other? These questions are essence of marketing concepts, key for a given company to be successful, profitable and market leader. When a consumer...

Consumer learning Theories

When a consumer go through his life using a product or service accumulates his experience with that brand. These experiences have an important impact on what a consumer have learned or remembered which will determine his future action. He will may make a repeat...

Segmentation and Consumer Profile

People in this world live with different background, interests, needs, personalities, culture etc.  Can a single product satisfy everyone needs and desire? Does this represent a problem for a marketer? The answer to this question is no. diversity doesn’t portray...
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