Chapter ObjectivesChapter Objectives
Understand the consumer decision-Understand the consumer decision-making process.making process.
Explain the consumer’s post-purchaseExplain the consumer’s post-purchaseevaluation process.evaluation process.
Discuss the significance of consumerDiscuss the significance of consumerinvolvement.involvement.
Identify and understand the culturalIdentify and understand the culturalfactors, social factors, individualfactors, social factors, individualfactors, and psychological factors thatfactors, and psychological factors thataffect consumer buying decisions.affect consumer buying decisions.