Marketing S.S.S 1 Second Term

WEEK 4

Consumer behaviour and Organizational behaviour

Performance Objectives

Students should be able to explain:

1. Consumer behaviour

2. Factors influencing consumer behaviour

3. Cultural factors

4. Social factors

5. Personal factors

6. Psychological factors

Content

Consumer Behaviour

Consumer behaviour is a term that covers both individual consumers who buy goods and services for their personal consumption and organisational behaviour for their business consumption.

Consumer behaviour can be described as the process through which the ultimate buyer makes purchase decisions. It could also be seen as the mental and physical activity undertaken by household and business consumer that result in decisions and actions to pay for, purchase and use a particular product. i.e consumer behaviour is a function of the interactions of interpersonal influences such.... View More