Principles of Marketing: "Chapter 3: Consumer Behavior: How People Make Buying Decisions"
Read this chapter, which discusses consumers' decision-making process and examines the situational, personal, psychological, and societal factors that influence their buying decisions.
Click https://saylordotorg.github.io/text_principles-of-marketing-v2.0/s06-consumer-behavior-how-people-m.html link to open resource.