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evaluating available alternatives, purchase and post-purchase evaluation. These inputs could be brand name, symbol, logo or sign, attributes, price, message content, music, jingle or celebrity endorsing. Below mentioned are some dominant theories of consumer behaviour: Behaviourist Approach: This family of philosophies asserts that behaviour is described by external events and that all things that individuals do, including feelings, thoughts and actions. Likewise colour is another cue that influences consumer perception. Models and approaches have been explained with the help of common examples.
They are exposed to wide information about the new product or services or changes in existing ones on day to day basis; companies also make constant efforts to update consumers about their products, brand, features, price, quality and comparison with other competitive brands (Bandura, 1997). Consumer decision making process, in common parlance, Decision making can be defined as cognitive process of selecting a particular course of action from among varied alternatives. The formation of behaviour is attributed to the variables that are external to individual. The report attempts to study various factors that govern consumer behaviour and influence his/her decision making process. Consumer behaviour: How people make buying decisions,.d). An individual watches an advertisement for a product. After assessing all the criteria essential for making decision the customer now decide to make final purchase. A number of varied approaches have been adopted in the study of consumer decision making process. (2007) argues that behaviourist approach to consumer behaviour has limited level of relevance to current market situation and therefore is not able to properly explain consumer behaviour on its own (Schiffman and. However, a person cannot perceive every stimulus and therefore they use selective exposure with a view to decide which stimuli to react and which to avoid.
But if he is dissatisfied with the product, he will never buy that same product again. These three variables constantly influence each other. A consumer may believe that Canons cam recorder tolerates rough use, makes good videos and are reasonably priced. In addition to this, dominant theories and concepts related to consumer behaviour have also been examined in the present study.
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