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Ch6. Consumer Behaviour and Factors Influencing Consumers Questions and Answers Grade A+ 2023
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Consumer behaviour - -The buying behaviour of final consumers (individuals and households who buy goods and services for personal consumption). -Easy to study what consumers do, but much harder to figure out why they do it!--- -Why study CB? - -To plan effective marketing strategies -Predict the effect of potential marketing actions -Understand why past marketing actions were ineffective -Avoid repeated trial and error -To help with segmentation and targeting -Factors that influence consumers - - -1. Culture: definition - -Set of basic values, perceptions, wants and behaviours learned from family and important institutions Core values that remain stable or change slowly
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