What is Information Processing? Marketers want to know how consumers respond to their advertising messages Advertisements provide various stimuli with regard to product, brand names, prices etc. Consumers
The consumption function or the propensity to consume is not static and there are various factors influencing it for a change. Though in the short period, the propensity
Classification of Customers on the Basic of Area The customers can be classified on the basis of the area they come from. The demand and needs of customers
Customers may be classified on the basis of their characteristics. It is one of the most important classifications of consumers available for a salesman. By observing the behavior
Classification of Consumers on the Basis of Sex Customers may be classified on the basis of sex; namely Male Consumer and Female Consumer. 1. Male Consumers Male customers
Personal factors influencing individual behavior The various personal factors influencing individual behavior have been classified as shown in the following chart. Each of the factors is explained below.
Limitations of Consumer’s Sovereignty Is consumer really an-undisputed ‘monarch’ in a capitalistic economy? Are there any limitations to his powers? To what extent can this consumer-king extend his
A salesman who is able to recognize the buying motives of customers, can successfully influence his customers. In modern marketing, the salesman is not selling a product but
Sometimes, customers patronize a store or shop, driven either by their emotional or rational choice. There are certain factors which are responsible for arriving at such a choice.
Rational Product Buying Motives Generally, people are rational in buying. The rational buying motives are based on one’s thoughts and judgement. Consumers purchase a product by testing, comparing
