Understanding Consumer Behaviour Today

People might feel happier with a complimentary $200 ticket than a $100 one, even if the utility is the same.

Multiple layers of influence shape every choice a consumer makes:

Low involvement with little brand difference (e.g., salt or toothpaste). Understanding Consumer Behaviour

Low involvement but significant brand switching (e.g., snacks). 🌍 Factors That Pull the Strings

Comparing features, price, and ease of use. People might feel happier with a complimentary $200

High involvement in expensive, infrequent purchases (e.g., a car).

Consumers are often . Decisions aren't just about price; they are driven by deep-seated emotional and psychological triggers. infrequent purchases (e.g.

Researching solutions via the internet, friends, or ads.