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  3. North-West University (NWU)
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  5. Introduction to Consumer behaviour (COCBA1)

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Consumer behaviour notes (chapter 1)
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  • January 28, 2024
  • 16
  • 2023/2024
  • Presentation
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Bee-Clever
Notes
Consumer behaviour

, Chapter 1
Introduction to consumer behaviour:




This is a summary of Consumer behaviour: South African
marketing and psychology applications.

, Chapter 1:
Introduction to consumer behaviour:

What is consumer behaviour?
Consumer behaviour is a term used to
describe various mental and physical
processes associated with consumer
decision making.


In a “not-so-complex” way:
Consumer behaviour refers to the
actions and decisions that
individuals make when buying or
using a specific product/brand.




Ask yourself:
How do you behave towards
a certain brand or product?
What goes through your head
when you see a pair of
sneakers that tickles your
fancy?
Do you feel the same why
about beer as the person next
to you, or are you more of a
vodka and OJ kind of
person?

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