consumer decision making - Management Articles

Influence of Reference Groups on Consumer Decision Making

A reference group is defined as “an actual or imaginary individual or group conceived of having significant relevance upon an individual’s evaluations, aspirations, or behavior” (Park and Lessig, 1977). Bearden and Etzel (1982) define a reference group as a person or group of persons that significantly influence the behavior of an individual, and argue that …

Consumer Decision Making Process, Consumer Behaviour

Consumer decision making has several steps. This presentation discusses about consumer behaviour, the steps of consumer decision making (Problem Recognition, Information Search, Evaluation of Alternatives, Purchase, Post-purchase Behaviour), importance of consumer behaviour to marketers, types of consumer buyong decisions like Routine Response Behaviour, Limited Decision Making. The presentation also provides information about the Factors Affecting …