Consumers as Individuals and Decision Making


There are many individual factors that can influence the behaviour of consumers (needs, motivations, personality, consumer perception, learning, involvement and consumer attitudes.

  1. You are required to identify at least two individual influences that are relevant to the consumers of your firm or the firm you intend to work for (choose one product/service if more than one is offered by your firm) and analyse, specific to your firm, how these individual influences (e.g. needs, attitudes, personality) impact on the consumer purchase decision process.

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