Buyer Behaviour (MKF2111) Notes

Description

Colour-coded and detailed notes covering all 12 weeks of semester content: - Introduction to Buyer Behaviour - Motivation, Ability and Opportunity - From Exposure to Comprehension - Memory and Knowledge - Attitudes and Persuasion - Judgement and Decision Making - Post-Decision Processes - Social Influences - Consumer Diversity - External and Internal Influences on Consumer Behaviour - Marketing Ethics and Social Responsibility