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Factors Affecting Consumption And Buying Decision - Research Paper Example

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The use of cosmetics dates back to the ancient period of the pre-historic times. The paper "Factors Affecting Consumption And Buying Decision" discusses the use of cosmetics by the modern male consumer with a special focus on the purchase of cosmetics from Thailand…
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Factors Affecting Consumption And Buying Decision
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Download file to see previous pages The study will also attempt to gauge the impact that the cosmetic industry in Thailand has on the male section of society and try to form an analysis of what’s behind the changes that have taken place over the years. The literature search will be conducted by using library research, electronic resources, and other reliable sources. Most of them are academic and trade journals. The discussion in this part will lead to the construction of proposed hypotheses.
Most researchers hold the opinion that an attitude comprises of three components namely 1) Affect, 2) Behaviour and 3) Cognition. The manner of the feeling of the consumer about an attitude object is what is referred to as ‘Affect’. The consumer’s intention of doing something about an attitude object would be his ‘Behaviour’, and forming his beliefs about an attitude object is what is referred to as ‘Cognition.’ In short, this is called the ABC model and it lays emphasis on the interrelationship shared between the three attitude components of knowing, feeling and doing. (pg. 140) A consumer’s level of motivation decides on the importance of each attitude component.
A hierarchy is constructed based on the consumer’s attitudes towards his purchasing behavior. Firstly, the consumer goes through a problem-solving process when he approaches any product. Secondly, the consumer forms beliefs about the product by acquiring knowledge of a product's attributes. An evaluation of the product is carried out by the customer based on his beliefs and his feeling of the product is formed. (Affect) (Gary M. Erikson, Johny K. Johansson, and Paul Chao, 1984) ...Download file to see next pagesRead More
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