Professional Studies for Screen-Based Media
Foundation Degree South West
Consumer Buying Behaviour



This section provides an overview of the external and internal forces influencing consumers' behaviour. Furthermore, the processes underpinning consumers' information searches and purchase decisions will be explained. You should try to see how these explanations describe your own behaviour as a consumer and consider whether or not consumer behaviour theory can provide an accurate description of you.

At the end of this section you should be able to:

1. define consumer behaviour;
2. understand the external forces influencing consumers' behaviour;
3. understand the internal forces influencing consumers' behaviour;
4. assess consumer information processing;
5. evaluate the different stages of consumer decision-making.
6. consider the limitations of consumer behaviour theories.