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What is Unit II - Consumer Behaviour Models about?

The document discusses various consumer behavior models, including the Howard-Sheth and Engel-Kollat models, which analyze the decision-making processes of both industrial and individual consumers. It highlights the importance of understanding buyer behavior for effective marketing strategies and outlines key factors influencing consumer decisions, such as economic, psychological, and sociological aspects. Additionally, it emphasizes the need for marketers to consider external environmental variables that i

Author

Lawrence

Language

EN