This report examines consumer behaviour, focusing on the decision-making process, levels of involvement, and the influence of internal and external factors. It explores the concept of consumer involvement, differentiating between low, medium, and high involvement scenarios using personal consumption diary examples. The report analyzes internal influences such as motives, learning and memory, and attitudes, providing examples from the author's consumption diary. It also discusses the impact of marketing strategies on consumer decision-making, particularly for high-value products. Finally, the report concludes by summarizing the key findings and implications of consumer behaviour analysis, offering insights into how organizations can leverage this understanding to design effective marketing strategies. The report is based on the course CX664401, Consumer Behaviour, and fulfills the requirements of Assignment 1.
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