1. Consumer Behaviour and the Decision Making Process
... 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 live and be. For example personality consists of biological background, basic nature of a person, temperament and intelligence. Personality is useful when analyzing consumer behavior for certain product or brand choices. Self-concept is ... value to the consumer. (Holbrook 1999). According to Holbrook (1999) proportionality means that customer value is comparative, personal and situational. The value consists o...
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