Question: QUESTION FOUR [25] The starting point for understanding consumer behaviour according to Kotler and Keller (2016) is the stimulus-response model. The marketers task is to

QUESTION FOUR [25]

The starting point for understanding consumer behaviour according to Kotler and Keller (2016) is the stimulus-response model. The marketers task is to understand what happens in the consumer s consciousness between the arrival of the outside marketing stimuli and the ultimate purchase decisions. Considering the above information examine each of the psychological factors marketers should take cognisance of when formulating marketing strategies and understanding consumer behaviour.

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