Consumer Buying Behaviour Essay
CHAPTER TWO: LITERATURE REVIEW
Introduction
This chapter focuses on reviewing literature compiled by various authors in comparison to the aim of the research. It also contains the theoretical foundation and conceptual framework of the study.
Foundation for evaluating consumer buying behaviour
Consumer buying behaviour can be evaluated with the use of both internal and external factors. Some of the internal factors that can be used are motivation and lifestyle and an external factor is culture.
Motivation as an internal factor for evaluating consumer buying behavior
In relation to purchase the internal desire of a consumer to buy something is often referred to as motivation by salespersons and marketers. Researchers have expounded on
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These areas altogether affect the buying behaviour of consumers (Greyser, 2009).
Factors affecting product branding
Internal factors affecting branding include business strategy, internal conventions (a way in which something is usually done), brand legacy, marketing mix and marketing implementation
External factors include category, cultural and needs conventions
Business strategy and product branding
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