Internal Influences on Consumer Behaviour

The role of consumers and their behaviour is significant to marketers as they continuously identify quantitative and qualitative ways to measure consumer behaviour. The guest speaker, Ms. Sasirekha, Assistant Professor, SRM Easwari Engineering College, threw light on the internal influences such as perception, motivation, personality, attitude and self-image that affect consumer behaviour. Real-time examples were discussed in class and the session was quite interactive with active participation from the students.