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2. Discuss and Evaluate the Importance of Two Individual Determinants At Each Stage of the Consumption Process For Marketing Manager’s Understanding of Consumer Behaviour.
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2. DISCUSS AND EVALUATE THE IMPORTANCE OF TWO INDIVIDUAL DETERMINANTS AT EACH STAGE OF THE CONSUMPTION PROCESS FOR MARKETING MANAGER'S UNDERSTANDING OF CONSUMER BEHAVIOUR. Consumer behaviour is a very important study from a number of different points of view. From the perspective of marketing, the study of consumer behaviour is important in helping to forecast and understand consumer demand for products as well as brand differences. It is an important topic for business marketing managers because achieving marketing objectives depends on knowing, serving, and influencing consumers. So the study of consumer behaviour is heavily stimulated by the needs of the marketing function since knowledge of consumer behaviour is essential for marketing management. As illustrated in the diagram below, the consumption process consists of five stages; orientation, purchase, brand choice and product use and disposal. (website:http://terra.uow.edu.au/mark/mark101/13.ppt ) It is generally agreed that a consumers' buyer behaviour is influenced by four major factors; cultural,...
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