Question 1
Chapter 5 explains the consumer’s behavior towards the selection of products to consume. The chapter addresses the factors that influence the consumer decision process. The consumer’s decision depends on the marketing mix psychological needs, social factors as well as the situational factors. The market mix entails the product line and its development policies, price, promotion and distribution of the product at convenient places. The psychological needs constitute the reception of the marketer’s message by the consumer; the motives, perception, learning, lifestyle and attitudes among others. The consumer preference for products is influenced by the social environment ...