This lecture provides an in-depth examination of the various factors and processes that drive purchasing decisions in both consumer and business markets. It explores the complex landscape of the consumer market, highlighting how cultural, social, personal, and psychological factors, such as reference groups, lifestyle, and selective perception can influence the final buyer’s behavior. Additionally, the content defines the unique characteristics of business, reseller, government, and institutional markets, emphasizing the importance of managing customer expectations and value communication across all sectors.
LWS: Marketing Consumer & Business Buyer Behavior (ENG)
$100.00
