 Foundations of Marketing David Jobber,
University of Bradford
John Fahy,
University of Limerick
Customer Behaviour
Chapter ObjectivesThis chapter covers:
1. The dimensions of customer behaviour, who buys, how they buy and the choice criteria used.
2. The differences between consumer and organisational buyer behaviour
3. The main influences on consumer behaviour—the buying situation, personal and external influences
4. The main influences on organizational buying behaviour—the buy class, product type and purchase importance
5. The marketing implications of the various dimensions of consumer behaviour.
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2002 A McGraw-Hill Online Learning Centre