What are the main factors that influence how consumers make purchasing decisions? This is the question that Ramya and Mohamed Ali explore in their article, which reviews various models and theories of consumer behavior.
They identify four major factors: psychological, personal, social, and cultural, and discuss how each one affects the consumer’s perception, motivation, attitude, learning and personality.
They also highlight the role of marketing stimuli, such as product, price, place, and promotion, in influencing consumer responses.
This article is a useful overview of the complex and dynamic process of consumer buying behavior and provides insights for marketers who want to understand and influence their target customers.
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