Why do not all individuals buy the same goods and services for personal consumption? Why do certain groups of people prefer different items than other groups? The reason is to be found in the factors that influence consumer buying behaviour. One part of these factors are the buyer’s characteristics. These factors affect what is going on in the buyer black box.
buyer black box
In making decisions, buyers go through a set of stages. How they go through them and with which pace may greatly differ. The actual purchase decision is only a small…