MKTG2112 (Consumer Behaviour) - Complete Notes for Final Exam (HD)

Description

Complete and comprehensive notes for the course, including tables and diagrams designed to make the content more memorable. Examples and activities are contained throughout. • Introduction to Consumer Behaviour • Decision Process I: Situation & Problem • Decision Process II: Search, Evaluate & Select • Decision Process III: Purchase & Post Purchase • Internal Influences I: Perception • Internal Influences II: Learning & Memory • Internal Influences III: Motivation & Personality • Internal Influences IV: Attitude & Attitude Change • External Influences I: Demographics & Households • External Influences II: Groups & Communication • External Influences III: Social Stratification & Culture • Consumer Research Methods (Appendix A) & Subject Review