Section outline

  • At the end of this topic you will be able to:

    1.Define consumer markets.

    2.Explain the factors which influence consumer behavior.

    3. Relate how these factors influence the buying decision and post purchase evaluations.

    Please refer to the following text book for content.

    Kotler, P., Armstrong, G., Harris L., & He, H. (2020). Principles of Marketing (8th European ed.) Edinburgh Gate, Harlow: Pearson Education. Chapter 5 Page 140-143 & Page 157-164