1. Consumer Behaviour and the Decision Making Process
... is high and there are clear differences between brands. In this case the products are often expensive, seldom bought and risky. In the extensive problem solving situation the consumer goes through a learning process, in which he or she first forms beliefs of the product from which she forms attitudes to guide his or hers actions. Dissonance-reducing behavior or the acquisition of post-conflict reducing buying behavior occurs when ... value both the product and the label. Light-users are not very interested about their own choices and buy rarely. According to Kotler et al.(2005) buyer ty...
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