Consumer Behavior: Internal Factors

Prof Rajagopal

Chapter Chapter 1 in Contemporary Marketing Strategy, 2019, pp 3-33 from Springer

Abstract: Abstract This chapter discusses the internal factors affecting consumer behavior, explains consumer ecosystem and behavior process converging consumer perceptions and attitudes. The factors associated with the consumer motivation, learning, and knowledge transfer have also been deliberated in this chapter. The chapter also explores key variables that drive cognitive thinking process of consumers in the context of beliefs and social influences toward decision-making and setting preferences. In addition, discussion on the process of consumer stimulus and response mapping for marketing organizations to understand the cognitive dynamics among consumers for developing competitive marketing strategies constitutes one of the interesting points of learning.

Date: 2019
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Chapter: Consumer Behavior: External Factors (2019)
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DOI: 10.1007/978-3-030-11911-9_1

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