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Introduction to Marketing Management Exchange process: It occurs when the buyer with a demand and a seller with a product offering confront each other. Marketing myopia: It refers to a short-sighted and inward looking approach to marketing that focuses more on the needs of the producer than...

Consumer Behaviour: The term consumer behaviour is defined as the behaviour that consumers’ display in searching, purchasing, using, evaluating, and disposing products and services that they expect will satisfy their needs.   Characteristics affecting Consumer Behaviour         As evident from the above figure, consumer behaviour is affected by a host...