Discuss and evaluate the importance of perception and memory and learning at each stage of the consumption process for marketing managers' understanding of consumer behaviour.

In this essay I am going to look at two separate but related individual determinants that influence a consumer's buying habits. As I will show, it is imperative that the marketing manager understands these and other determinants so that he or she can target their product and create a positive image that will increase the success of their product. In advertising, marketers must highlight the best points of their products and attempt to show why …

…MacInnis, D (2000), Consumer Behaviour, Houghton Mifflin, New York Loudon, David L and Della Bitta, Albert J (1993), Consumer Behaviour: Concepts and Applications, Mcgraw-Hill, New York Mowen, John C and Minor, Michael (1998), Consumer Behaviour, Prentice Hall, New Jersey Schiffman, Leon G and Lazar Kanuk, Leslie (1991), Consumer behaviour, Prentice Hall, New Jersey Solomon, Michael R, Bamossy Gary and Soren, Askegaard (1999), Consumer Behaviour: A European Perspective, Prentice Hall, London Wells, William and Prensky, David (1996), Consumer Behaviour, Wiley, New York