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Marketing by Geoff Lancaste, Paul Reynolds

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6

Buyer behaviour

6.1 Introduction

It is interesting to think back five or ten years and compare ourselves then with the way we are (or think we are) now. Have our attitudes towards the world around us changed or remained the same? Do we still like and dislike the same things? As consumers, we are continually exposed to new experiences and different influences throughout our lives. Whilst it is true that some of us are more susceptible to change and influences than others, nobody goes through life remaining the same as at birth. Some of our responses to our environment are the results of our inherent psychological makeup. As our situations change, opportunities often emerge as we are subject to a wider range of influences to which we may consciously ...

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