(88 HD) NEW 2026 Buyer Behaviour in Marketing Notes - Comprehensive & Detailed, Perfect for Exam Prep

Description

Comprehensive notes for MKC2110 Buyer Behaviour in Marketing. Covers all topics in detail, with insightful discussion of Consumer Behaviour theories. Updated for 2026. These notes were used by me during the final exam, on which I achieved a high score, and helped me obtain an 88 HD. Covered topics: 1. Understanding consumer behaviour 2. Factors influencing consumer behaviour 3. Motivation, ability, opportunity 4. Exposure, attention, perception, comprehension 5. Memory and knowledge 6. Attitudes: high vs low effort 7. Decision making process: problem recognition and information search 8. Decision making process: judgment and making decisions 9. Post decision making process