Ch6. Consumer Behaviour and Factors Influencing Co
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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 inf...
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Ch6. Consumer Behaviour and Factors Influencing Co•Ch6. Consumer Behaviour and Factors Influencing Co