1. Consumer Behaviour and the Decision Making Process
... Kotler of Kellogg School of Management, a consumer is an individual who purchases products and services from the market for his or her own personal consumption. Consumer buying behavior is the buying behavior process of final consumers usually individuals and households who make a decision to buy goods and services. The behavior is affected by many external factors such as time and place. According to Kotler et ... such as perception, learning, values and attitudes and motivation. (Kotler et al.2005) Perception is the active fact searching of a person which is influenced by earlier info...
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