1. Consumer Behaviour and the Decision Making Process
... the companies need to understand in order to be able to offer the right products to the right customers. (Kotler et al. 2005) According to Kotler et al.(2005)personality and the self-concept of a consumer are also major factors influencing the buying behavior. Personality is the sum of a person's psychological characteristics which determine the individual ways for different people to ... decision. When customers are highly committed they assess the product very carefully from different perspectives in order to minimize the risk, that they would not make the wrong decision. (Hansen 2005...
- Word Count: 3407
- Approx Pages: 14
- Has Bibliography