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Marketing Mix

C/M/1027. Consumer Behaviour and Decision Making

WORDS:
3000
DATE:
2009
PRICE:
39.99 GBP

The paper examines the concepts of consumer behaviour and marketing mix (4Ps) identifying the factors that can affect buying decision making, i.e. psychological motivation, family influence, price and quality perceptions, people's attitudes, etc. A postmodernism perspective on customer behaviour is presented, the positive and negative aspects of choice are discussed, suggestions are made about marketing mix strategies that can help British Heart Foundation in their health promotion and fund raising programmes.

 

KEYWORDS: Consumer behaviour, marketing mix, British Heart Foundation, 4P, buying decision maki,

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