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The notes include, Introduction, Importance of Consumer Behavior, The buying decision process, Buying roles , Factors Influencing Consumer behavior, Consumer Markets ,Business Markets, Buying roles in Organizations, Differences between Organizational and Personal Buying, and Differences between Consumers Markets and Business Markets

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SCHOOL OF BUSINESS AND ECONOMICSDEPARTMENT OF COMMERCEASSIGNMENT IN PARTIAL FULFILLMENT OF MARKETING 212XGROUP ASSIGNMENTCONSUMER BEHAVIOUR, CONSUMER MARKETS AND BUSINESS MARKETSTABLE OF CONTENTSIntroduction??????????????????????????????...2Importance of Consumer Behavior????????????????????..?2The buying decision process???????????????????????..?3Buying roles ???????????????????????????..???.3Factors Influencing Consumer behavior???????????????????.4Consumer Markets ??????????????????????????...?...5Business Markets?????????????????..?????????? ?.6Buying roles in Organizations????????????????????????.8Buying Decision Process??????????????????????????..9Differences between Organizational and Personal Buying????????????10Differences between Consumers Markets and Business Markets????????.?11References???????????????????????????????...13Introduction:Consumer behavior refers to the buying behavior of final consumers who include households, individuals that buy goods and services for personal consumption. (Philip Kotler, Gary Armstrong, 2008)Consumer behavior studies how consumers makes decisions to spend their available resources i.e. Time, Money, Effort on consumption related items. It includes a study of What they buy, Why they buy it, When they buy it, Where they buy it and How often they buy it (Kyongo, 2013)Consumer Markets on the other hand refers to markets dominated by products a

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