Those activities directly involved in obtaining , consuming and disposing of products and services, including the decision processes

that precede and follow these actions

Cultural factors-culture;sub culture;social class Social factors-reference groups;family;social roles and status

Personal factors -Age and stage in life cycle -Occupation and economic circumstances -Personality and self concept -Lifestyle and values

Motive: A need that is sufficiently pressing to drive a person to act. Freud: Psychological forces shaping peoples behaviour are largely unconscious. Maslow: Hierarchy of needs. Herzberg: Dissatisfiers and satisfiers. Absence of dissatisfiers alone not enough.

Perception: The process by which a person selects, organizes, and interprets information to create a meaningful picture of the world. Can vary widely among individuals exposed to the same reality. Selective attention/distortion Learning-change in behaviour arising from experience Memory-associative network model-STM and LTM Retrieval

Initiators Influencers Deciders Buyers Users

5 stage model - Problem recognition -Information search -Evaluation of alternatives -Purchase decision -Post purchase behaviour

Total set Awareness set Consideration set Choice set Decision

Level of consumer involvement: 1)High/low involvement 2)Variety seeking behaviour Decision heuristics and biases 1)The availability heuristic 2)The representativeness heuristic 3)The anchoring and adjustment heuristic Mental Accounting