Chapter One: Introduction

Question 1

What is consumer behaviour?

Answer 1

The study of the processes involved when individuals or groups select, purchase, use, or dispose of products, services, ideas, or experiences to satisfy needs and desires; it is a process

Question 2

Describe the decision making process

Answer 2

Six steps:
1. Motivation
2. Information search
3. Attention to market cues
4. Evaluation of alternatives
5. Product choice
6. Consumer evaluation and learning