The marketing environment consists of the task environment and the broad environment. The task environment includes the immediate actors involved in producing, distributing and promoting…
The buying process starts when the buyer recognizes a problem of need. The buyer senses a difference between his or her actual state and desired…
Consumer passes through five stages: Problem recognition, information search evaluation of alternatives, purchase decision and post purchase behaviour, while deciding the purchase of product/services.
An aroused consumer will be inclined to search for more information. This search can be at two levels: The middle search State called heightened attention….
Consumers form product judgments regarding brand choices largely on a conscious and rational basis. Consumer is trying to satisfy some need and is looking for…
The buyer’s satisfaction is a function of the closeness between the buyer’s product expectations and the product’s perceived performance falls short of customer expectation, the…
In the evaluation steps the consumer forms preferences among the brands. The consumer may also forms a purchase intention to buy the most preferred brand….
The aim of marketing is to meet and satisfy target customer’s needs and wants. The field of consumer behaviour studies how individuals, groups and organizations…
Geographic Segmentation calls for diving the market into different geographical units such as nations, states, regions, cities, etc. The company can decide to operate in…
Demographic Segmentation consists of diving the market into groups on the basis of demographic variables such as age, sex, family size, family life cycle, income…