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What is Understanding Consumer Behaviour in Marketing about?
This document provides an overview of Unit 2 on consumer behaviour from a marketing course. It defines consumer behaviour as the actions and decision processes of individuals or groups when evaluating, acquiring, using, or disposing of goods and services. It discusses the nature of consumer behaviour, noting that it is influenced by various factors, undergoes constant change, varies between consumers and regions, and is important for marketers to understand. The document also provides learning objectives an
- Author
- nileshstat5
- Language
- EN