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Consumer Behaviour

CONSUMER BEHAVIOUR

BY
Cosmas Ouma
PhD,Bsc. MBA university of London

TABLE OF CONTENTS
LESSONS TO BE COVERED IN THIS MODULE

LESSON 1 BASIC ANDDEFINATIONS 3
1.1 Introduction to consumer behavior 3
1.2 Basic definitions and concepts: 4
Customer, customer needs, customer 5
Satisfaction
1.3 Reasons for studying consumer behavior 7
Summary 8
Review and Discussion Questions 9

LESSON 2 CONSUMER NEEDS AND MOTIVATION
2.1 Introduction 11
2.2 The stages of buying decision process 11
- Recognition of unsatisfied needs 13
- Choice of an involvement level 13
- Identification of alternatives 15
- Evaluation of alternatives 15
- Purchases and related decisions 16
- Post purchase behavior 18
Summary 20

Review and discussion questions 20

LESSON 3 INFLUENCE OF CULTURE ON CONSUMER 22
BEHAVIOUR
3.1 Introduction 22
3.2 Culture and consumer behavior 22
- Why understanding culture is important 25
3.3 Sub-...