Professional Studies for Screen-Based Media
Foundation Degree South West
 
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 Introduction
 Defining Marketing
 Marketing Planning
 Marketing Environment
 Marketing Mix
 Marketing Research
 Market Segmentation
 Consumer Behaviour
 
  Overview
  Defining
> Consumer as Individuals
  External Forces
  Internal Forces
  Information Searchers
  Decision Makers
  Further Reading
  Exercise
 Internal Marketing
 Branding
 Exercises
 Bibliography, Links &
 Acknowledgements
   
 
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Consumer Buying Behaviour
     

Understanding consumers as individuals

    

 
Basically, there are exogenous (external) forces dictated by cultural and social factors and endogenous (internal) forces, namely psychological and personal factors that influence why people want what they do and how they use products and services in their everyday lives.