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Consumer Buying Behaviour while purchasing Refrigerator Final Project

Consumer Buying Behaviour while purchasing Refrigerator Final Project

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Published by bharatchauhan
How external and internal factors effect consumer buying behaviour
How external and internal factors effect consumer buying behaviour

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Published by: bharatchauhan on Oct 30, 2009
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08/01/2013

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Iconic Rote Learning

Iconic learning will be used because as the advertisement of the refrigerator will be encountered
by the consumer a number of times while he scans his external environment. This will result in
the essence of message being learned.

Vicarious Learning/ Modeling

Consumers usually consult their family, friends (some times opinion leader) before making the
final decision. They influence his decision on the product. Thus this situation will correspond to
vicarious learning because it is a high involvement learning situation because the consumer is
motivated to process or learn the use of this refrigerator.

Executive PGDM

Group 1

Perception

Exposure –
Exhibition etc.

Attention - Medium
to High

Interpretation – High
Involvement

Stimulus: High

Individual: More
passion high
attention

Situation: More
sales in festive
seasons

72

Effect of consumer behaviour on the purchase of Refrigerators

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