Learning Journals

In the first session today, the individual and group assignments were addressed while we became acquainted with the fundamental basics of consumer behaviour. According to the slides (2021), the study of consuming is known as consumer behaviour. Its goal is to gain a better understanding of consumer actions and processes in making purchasing decisions, as well as product and service usage and disposal. We have also taken note that consumer behaviour is a vital part of marketing. The CRM system especially plays a major role in attracting customers and retaining them. This system enables the company to collect data and purchases behaviour in order to optimise customer's acquisition and generate promotion and sales accordingly.  The core theory of consumer behaviour lies in the Engel, Kollatt, and Blackwell (EKB) decision making model. The model starts with problem recognition, where the consumer is knowingly or unknowingly searching for something. Then comes the information search, wh