Author Archives: barborajanakova

In the lecture, I learned more about the self-concept (how people feel about themselves). I found this topic really interesting and valuable. Self-concept plays an important role in consumer behaviour, as people want to buy things, which are going to make them feel and look good. According to Carl Rogers, self-concept has three components: self-image (how we see ourselves), self-esteemContinue reading “Self-concept and social media”

In the lecture, we talked about how important is to pay attention to demographic segmentation. When talking about consumer behaviour, this is one of the important external aspects because it influences what people want to buy. Demographic segmentation includes five different areas: age, gender, family lifestage, generation groupings and social class. Today, I will specifically talk about theContinue reading “Generation Y”

In the lecture, we talked about the consumer decision-making proces, so what it is actually? A buying process is the series of steps a customer takes to make a purchase decision. I learned that there are five stages needed, which are recognition, information search, evaluation of alternatives, purchase decision and post – purchase evaluation. I will share my own experience with buying my new running shoes how I wentContinue reading “The consumer decision-making process”

In our lecture, we talked about attitudes. I learned that attitudes can be consistent, learned or occur within a situation/context. So what is an attitude? According to Hogg, & Vaughan, the definition of attitude in marketing is “a relatively enduring organisation of beliefs, feelings, and behavioural tendencies towards socially significant objects, groups, events or symbols.” This is aContinue reading “The influences of attitude”