Download - Consumer behaviour
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Consumer BehaviourTowards Consumer Durables
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What is Consumer Behaviour?• Consumer Behaviour is the study of individuals, groups, or organizations and the processes they use to select, secure,
use, and dispose of products, services, experiences, or ideas to satisfy needs and the impacts that these processes have on the consumer and society.
• It blends elements from psychology, sociology, social anthropology, marketing and economics.
• It attempts to understand the decision-making processes of buyers, both individually and in groups such as how emotions affect buying behaviour.
• It studies characteristics of individual consumers such as demographics and behavioural variables in an attempt to understand people's wants.
• It also tries to assess influences on the consumer from groups such as family, friends, sports, reference groups, and society in general
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Consumer DurablesConsumer durables are a category of consumer products that do not have to be purchased frequently because they are made to last for an extended period of time (typically more than three years). They are also called durable goods or durables.
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Classification of Consumer Durables
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Influencers of Consumer Behaviour
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Consumer Buying Process
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Evaluation of alternatives
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Examples
Laptops
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Smart phones