All processes and physical activities when consumers select, acquire and use goods or services. All companies want to understand and influence their consumers’s attitude (their desires, why people buy a product etc.). The individual’s personality, motivations, expectations and the opinions of his or her friends about the product or service have an impact on the decision-making process.
Bauer András, Berács József & Kenesei Zsófia (2007). Marketing alapismeretek. Aula Kiadó. Budapest. 49–50. p.
Kumar, Arun & Tyagi C. L. (2004). Consumer behaviour. Atlantic Publishers and Distributors. New Delhi. 1–2. p.
Chandler, Daniel & Munday, Rod (2011). A Dictionary of Media and Communication. Oxford University Press. Oxford. 70. p. See the Online Edition