INDIVIDUAL ASSIGNMENT:

“RESEARCH ON CONSUMER BEHAVIOR”

BEHAVIOR”

MKT 350
PSYCHOLOGY AND CONSUMER BEHAVIOR
FOR MARKETERS

Student Name: Aye Min Zaw

Student ID: I08002415

Programme: BBDUH
Section: 5H1
Lecturer: Ms. Shamsiah Banu Binti Mohamad Hanefar
Date of Submission: 12 July, 2010
 “Acknowledgement”

This research paper is based on the topic of ‘Psychology and Consumer Behaviour’. It is

being produced by the main interviewer ‘AYE MIN ZAW’. To carry out the research, I

have conducted interview sessions and based on those two interview result I have

managed to make analysis report.

There are two interviewees ‘Fendyanto’ and ‘Feryal Hafsa Ahmed’, and their

contribution to this paper is hereby acknowledged. It goes without saying that without

their contribution this paper would not have been possible.

Special thanks are directed to Ms. Shamsiah Banu Binti, the lecture of INTI University, for

giving me chance to experience of interview sessions, and chance to observe the

consumer behaviours.

I would like to express the deepest gratitude to my interviewees Mr. Fendyanto and Ms.

Feryal Hafsa Ahmed and to my colleagues and family who have motivated me for writing

this paper.

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 TABLE OF CONTENT

TITLES PAGES

Acknowledgement Page 02

Table of Contents Page 03

1.0. Introduction Page 04

2.0. Interviewees Information Page 05

3.0. Transcription of Interview Page 06 - 13

3.1. Session 1 – ‘Fendyanto’ Page 06 - 08

3.2. Session 2 – ‘Feryal Hafsa Ahmed’ Page 09 - 13

4.0. Theories & Concepts of Psychology and Consumer Behaviour Page 14 - 18

in relation to the interview Page

4.1. External Influence: Demographic and Social Stratification Page 14 - 16

4.2. External Influence: Family Decision Making Page 16 - 17

4.3. Internal Influence: Consumer Learning Page 17 - 18

5.0. Benefit to Marketers / Advertiser Page 19

6.0. Conclusion Page 20

7.0. Reference List Page 21

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1.0. Introduction
Consumer behaviour is the most important factor for the marketers because consumer
behaviour is the combination of elements from sociology, economic, psychology and social
anthropology. Studying consumer behaviour helps the marketers to understand the consumer’s
decision making processes. Consumer behaviour “involves the psychological process that
consumers go through finding solution for their needs, learning the needs, interpreting the
information and making comparisons, and making decisions for purchasing”. (Lars Perner, 2008)
Furthermore, consumer behaviour is related to external and internal influences. In external
internal there are: cross- cultural variation, values, subcultures, family decision making, and
demographics and social stratification. In internal influences there are: consumer learning,
consumer motivation and personality, consumer perception, consumer attitude and consumer
lifestyle. Consumer from foreign countries with different background, cultural, and religion will
have different types of external and internal influences. However, marketers in the countries
need to make sure that consumer can adapt the information the marketers provided on the
products and services. Understanding consumer behaviour influences will help the marketers to
able to tailor their marketing efforts to take advantages of the influences to satisfy the
consumers.

Nowadays, many people are becoming more aware for the information and more sensitive
toward price tags. Marketers are trying to adjust the needs and wants of consumers through
understanding the consumer behaviour toward products and services. For this paper, I have
decided to make a research based analysis. Firstly, I will carry out the research by interviewing
the two person/interviewees from two different backgrounds and religions. The interview
questions were based on two external influences: demographics and social stratification, family
decision making, and one internal influences: consumer learning. The interview session will be
recorded and the transcription of the interview will be included in the paper. Next, in relation to
the 2 interview sessions, I will made analysis through applying the concepts and theories of
psychology and consumer behaviour and how this research will benefit the marketers.

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2.0. Interviewees Information
For this research paper, I have chosen two particular interviewees
interviewees a boy and a girl for the
interview sessions based on same questions.
questions And these two interviewees come from different
background and different religions. The reason why I have chose a boy and a girl as my
interviewees is that boys in general like to purchase
purchase electronic products but girl like to purchase
more on their outlook appearances. These two different types of behaviours will determine how
the internal and external influences differently on both individuals.

The 1st interviewee, boy’s name is Fendyanto.

Fendyanto. He is 20 years old and now he is studying as a
student in INTI University. His
is interest is playing game, photo-shooting,
photo and social networking.

The 2nd interviewee, girl’s name is Feryal Hafsa Ahmed.. She is also 20 years old and now
she is also studying in INTI University. Her interest is to read books and listen to music.

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3.0. Transcription of the Interview
3.1. Session 1 – ‘FENDYANTO’
Researcher: AYE MIN ZAW

Date of Interview: 6th July 2010

Place: INTI HOSTEL ROOM

Interviewee Name: Fendyanto

Interviewee’s Bio data: male, 20 years old, Indonesian, Buddhist, Student, Photo-shooting, club
activities

Demographics and Social Stratification

1. In one month, how often do you like to go shopping?
3 or 5 times in a month
2. What kind of products or services do you normally purchase? Why? (Investments,
travelling, IT products, luxury products and branded products)
Is IT products: which are some equipment for my DSLR Camera
3. When you are purchasing the product, what are the factors that come in to your mind to
make decision for purchasing the products or services? (Example: price, occupation, age,
family, friends, culture, social classes or popularity of the products?
Well, as a student, price/money is my first priority
4. Does the ‘occupation’ play an important role when you are purchasing the products or
services? Why?
Of course, because I am student and as student money is very limited
5. With your current occupation what types of products influences on consumptions? (Beer,
cigarette, laptop, sport equipments, travelling)
Just camera and basic needs such as food
6. Do you prefer the products and services with lower price or higher price?
Lower price

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7. If you have high disposable income from your parents or student part time job, then
money still plays as an important factor to you?
Of course, if I have money I will buy anything I want, like helicopter maybe
8. What about for the faster performance and higher quality products and services, are you
willing to pay more with higher price? Why?
Yeah, I am willing to pay more. Because it will gain more benefits on my life and everything
that I need.
9. Whenever you are purchasing the products, do you always look for discounts and
promotion? Why?
Yeah, discount is the one I look for things and cheaper product is better than expensive
product.
10. Does your current ‘education level’ influence the consumption on the products? Why?
Yeah, in currently I find the products from research, but past I never find.
11. Does ‘social status’ play an important role when you are purchasing the products? Why?
(due to family or friends)
Yeah, because actually I am the person who follows the trends so I follow the trends
according to my friends.
12. According to you ‘age’, do you like purchase products that will make you look younger, or
make you look more mature? Why?
Sometimes, but most of the time no because appearance is not important to me

Family Decision Making

13. Does the ‘family and households influence’ your behaviour toward purchasing the
products? Why?
Yeah, because my parents is the one controlling the budget of mine
14. In your family, who is the main decision maker and who is the main purchaser? (Dad,
Mom, Grandparents) Why?
My Mom is the one who make decision marker, the person who is both parents

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15. In general, do you have any conflict with your family in order to make decision of
purchasing the products?
No.
16. If you don’t have any conflict with your family, but sometime you want something but
they said no or if they don’t buy for you then what kind of strategy you use to attract your
family in order to resolve the conflict? (evaluation, research, bargaining, playing emotion)
In this case of problem most will be save money then I will buy the thing with my money
17. Does culture/religion play as a role in family decision making process?
My group of friends influence my decision making, its means whether I want to buy product
or not but the decision is from my family, since the money is from my parents and I haven’t
work yet so the family is the one who is controlling my expense.
18. So in your cultural most of the family control their children budget?
No, this is my rule because they have control my budget, although everything is mean what
want I can buy, but my parents will consider what I will purchase.

Consumer Learning

19. How do you learn the product or services you wanted to buy? How do you remember the
product? Brand image, special specification/features, benefits, massages, imagery, or
reinforcement?
Actually like to experience it, is mean like I will remember the logo, I will remember the
pictures or the owner or the experience.
20. How do you make decision of purchasing while you are learning the products? Example:
operant condition: your 1st tried product make you feel comfortable then in future the
brand will make u to be trusted to buy future new products. Use analytical reasoning as
decision making: going through the process of information for example: solar energy for
phone. Or use Vicarious learning or modelling: Behaviours are learned by watching others
behaviours.
Vicarious Learning or Modelling because I would like to see others people use the product
first.

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3.2. Session 2 – ‘Feryal Hafsa Ahmed’
Researcher: AYE MIN ZAW

Date of Interview: 6th July 2010

Place: INTI HOSTEL COMMON ROOM

Interviewee Name: Feryal Hafsa Ahmed

Interviewee’s Bio data: Female, 20 years old, Saudi Arabian, Muslim, Student, Read book and
listen music.

Demographics and Social Stratification

1. In one month, how often do you like to go shopping?
It depends actually during holiday I will be going like most of the time but during like time
have assignment or something very less, I don’t do plan shopping
2. What kind of products or services do you normally purchase? Why? (Investments,
travelling, IT products, luxury products and branded products)
Usually product that I need, or sometimes like stuff clothing that I don’t really plan for it,
unless obviously think like need for formal clothing which you need for presentation, that in
that I don’t really care, I just go for the products that I need. I don’t have big requirements,
sometimes I might got for the branded products, other stuff I don’t really need to be
branded. So when I go shopping if I like the products I will buy it and yes the quality is first
priority because I doesn’t like product that can’t last long.
3. When you are purchasing the product, what are the factors that come in to your mind to
make decision for purchasing the products or services? (Example: price, occupation, age,
family, friends, culture, social classes or popularity of the products?
As I say quality come first and I don’t really have followed the trends I am not the person
that always follow the trends and styles. If I like it then I will buy it. Quality and then
obviously ideas from the family or if my friends is there I will ask for which is nice for me. Yes
the price comes into the factor but if the price is less and there is no quality then I wouldn’t
go for it. For the clothing it depends on situations like if you out then for me are casual but
for going out I will buy formal or more expensive.

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4. Does the ‘occupation’ play an important role when you are purchasing the products or
services? Why?
To certain degrees, let say if I go to car shop then I say I want car, no I jus it just play a role.
But there are certain limitations when I am buying the products.
5. With your current occupation what types of products influences on consumptions? (Beer,
cigarette, laptop, sport equipments, travelling)
Electronic stuff, clothing and basic needs
6. Do you prefer the products and services with lower price or higher price?
If the product is value price even if it is high I will go for it but high price but no quality no
class then I wouldn’t go for it.
7. If you have high disposable income from your parents or student part time job occupation,
then money still plays as an important factor to you?
Like I said if the product is very expensive or unlike the product, quality is not good, or I
don’t like the design then I wouldn’t waste for it, I rather spend it for charity and I still
wouldn’t spend the money in the way useless. I always go for products which I like.
8. What about for the faster performance and higher quality products and services, are you
willing to pay more with higher price? Why?
Of course, if higher quality and faster performance I say is the value product then I will go
for it.
9. Whenever you are purchasing the products, do you always look for discounts and
promotion? Why?
Depends, sometimes when you don’t need the products then all the sudden you see
discount and then all the sudden you think that I might need this product then I might go for
it. But if it is on discount then and if don’t really have particular need then I wouldn’t go for
shopping just because of discounts. If the discount or promotion is extreme even if it not my
need I might be able to get use of it so I will go for it.

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10. Does your current ‘education level’ influence the consumption on the products? Why?
I would say yes, because to certain level yes because if I live with my family, then I can go
grocery shopping or normal shopping. Because now I live alone so don’t feel like going
grocery shopping, I would prefer to go to restaurant to have the food.
11. Does ‘social status’ play an important role when you are purchasing the products? Why?
(due to family or friends)
It depends, but I don’t really go for something like just because everyone is wearing I would
not wear it, in fact if everyone is wearing it kind of waste. I like same as friends but not
exactly like identical twins.
12. According to you ‘age’, do you like purchase products that will make you look younger, or
make you look more mature? Why?
I would say that I am not really an old person at the moment but so I won’t go for wrinkle
free products yet, but when I am at the age of 30s or 40s old maybe I will.

Family Decision Making

13. Does the ‘family and households influence’ your behaviour toward purchasing the
products? Why?
Yes, they do obviously when I am going out with my parent I will see how my parent buy the
products. For example, my parents like to buy products that have quality or they buy certain
products that are branded the like so from that I will also tend to buy the products as they
buy because I trust in their judgement for which brand is good or bad, also they much more
shopping experience than I have.
14. In your family, who is the main decision maker and who is the main purchaser? (Dad,
Mom, Grandparents) Why?
It depend what product we are purchasing, I would say that they both are equally plan a roll,
and our family take their own part of efforts and rolls. But the main purchaser in the
household is my dad. And main decision maker depend on products. Clothing products for
me come from my sister or from my mom. But coming to INTI to study was accident when I
come to Malaysia my first choice was Nottingham but INTI offer January session so I chose
INTI rather than I waiting for Nottingham.

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15. In general, do you have any conflict with your family in order to make decision of
purchasing the products?
Usually when I am purchasing the products, I don’t really have conflict when buying it but
when I was younger like 10 years old and I wanted to buy laptop so obviously there will be
conflict with family because they might question and want to know the reasons. But at this
moment if I buy the laptop they would not say anything because I have a need for it.
16. If you have some conflict with your family, then what kind of strategy you use to attract
your family in order to resolve the conflict? (evaluation, research, bargaining, playing
emotion)
I don’t say there is conflict but when I am buying something I am a little piratical so when I
am buying something I will let them know why I think it is attractive to me so if it is
attractive to me then I would be attractive to them also. But they think that not attractive or
there are some problems or bargaining is not good enough then I would actually listen to
them and I will ask them which brand or which shop to go for what else to go for.
17. Does culture/religion play as a role in family decision making process?
Yes, because my religion is Muslim so what I wear or the products I buy it affects or when I
am going to someplace or when I am eating. For example, when I am fasting and if I am
travelling so like I wouldn’t go for travelling while I am fasting because I wouldn’t eat
anything in the plane.

Consumer Learning

18. How do you learn the product or services you wanted to buy? How do you remember the
product? Brand image, special specification/features, benefits, massages, imagery, or
reinforcement?
Usually let say if I have brand before and I really like it then I will go for second time on the
same brand like Body Shop or Crocs shoes. I think advertising matter because colours,
slogans or catchy messages will help me to remember the products. Unique advertisements
with humour included in the ads will help the consumer easier to remember the products.

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19. How do you make decision of purchasing while you are learning the products? Example:
operant condition: your 1st tried product make you feel comfortable then in future the
brand will make u to be trusted to buy future new products. Use analytical reasoning as
decision making: going through the process of information for example: solar energy for
phone. Or use Vicarious learning or modelling: Behaviours are learned by watching others
behaviours.
If I bought the product before I will go for second time but for new product then I will search
for the information. Most of the time, I will watch and see the behaviour of other people
using the product and I will imagine myself of using the product.

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4.0. Theories & Concepts of Psychology and Consumer Behaviour in
relation to the interview
4.1. External Influence: Demographic and Social Stratification
Every organization cannot fully satisfy the needs of all the consumers. However, market
segmentation will help the organizations to guide to satisfy the consumer needs. There are
various types of segmentations that will allow organization to divide their market. Segmentation
means the process of dividing a particular market into sections which involve similar
characteristics or behaviours. Demographic is originated from the word ‘demography’ which
means the ‘study of population’. The population is divided into various variables such as
occupation, education, age, gender, income and family lifecycle among other variables. (Philip
Kotler and Frances Brassington, 2009) Next, consumer behaviour can be also affected by the
social factors such as consumer’s family, reference group, social roles and stratification. Social
stratification means the measurement of social classes. (Management-Hub, 2010) However
social stratification is relates back to the demographic influence such as income. (Wayne D.
Hoyer, Deborah J. Macinnis, 2008) For example, people with high disposable income have
higher social status compared to people with lower or limited income.

The interview questions on demographic and social stratification for my both interviewee were
based on the income, occupation, education level and social status. My both interviewee
occupation were student and their both education levels are university levels. Therefore their
incomes were very limited, unless they find part time job for their extra income. For example,
“people with high income have funds to buy items beyond the basic necessities, but people with
low income will face the problem of budget and able to afford the basic needs”. (Wayne D.
Hoyer, Deborah J. Macinnis, 2008) In reference to my first interviewee: Fendyanto, he said that
as a student money is very limited so he will choose to purchase product with lower and
cheaper price or sometime he will choose to save money to buy the products that he needs due
to the budget. In addition, he said that if he has high disposable income then without any
doubts, he will buy everything he wants and money is not the first priority for him as in making
purchasing decisions. But in contrast to my second interviewee: Feryal, she said that quality is
first priority and money is her second priority for her because she is being hugely influenced by

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the family-shopping therefore when she buys the products she will make the purchasing
decision base on the quality rather than the price. However, as a student she also has limited
money therefore she will also choose the products with cheaper price but in terms of the
products being good quality.

Next, education level also influences the consumer behaviour in terms of decisions making
process for purchasing the products. According to Wayne D. Hoyer and Deborah J. Macinnis,
2008, education is related to the ability to process the information and make decisions.
Consumers with more educated can better process the complex information and better make
decisions. According to my interviewee: Fendyanto, he said that when he was in high school he
will choose to buy the products according to his judgements but now at university level his
purchasing decisions were based on the information. He said that he will search for the
information of the product first then he will make decision to whether purchase the product or
not. Similarly, my another interviewee: Feryal, she said that she will investigate about the
product information before she buy the product but in the olden days she has dependent the
decision of buying products based on her parents. Therefore, this interview shows that
education levels influence both interviewees purchasing decision making process. So marketer
need to make sure that their product with more information available in the market.

Lastly, social stratification often influences the consumer’s behaviour in terms of consumption
products. According to Wayne D. Hoyer and Deborah J. Macinnis, 2008, “Social class is often
viewed as a cause of or motivation of consumer acquisition, consumption and disposition
behaviours. The two factors such as status symbols and income were hugely impacted on the
social stratification.” Income and status symbols have the relationship to each other. Consumers
with high income will have higher social status symbol and in contrast consumers with low
income with have lower social status symbol. (Michaela Wanke, 2009) Money allows consumers
to acquire status objects (branded products) as indicators of social class standing. For example,
when the consumer is using Louis Vuitton branded wallet and driving Ferrari sport car will show
the social class standing that she is in the upper-class person. Another factor that influences the
social stratification is the belongingness. Some consumer prefers to belong to group a particular
social class therefore that consumer will follow the trends of that particular social group in
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order to fit in the group. According to my interviewee: Fendyanto, he said that he likes to follow
the trends according to his friends as in belong to his social group. Additionally, Fendyanto like
to save money and prefer to buy things that are branded such as Canon DSLR cameras,
iPhone3G, and branded shoes. This portray that Fendyanto likes to buy social status products
and these social status products will represent him in the upper-class of social class. In contrast,
another interviewee: Feryal, she said that social status is not an important factor for her when
she is purchasing products. She doesn’t want the same trend according to her social group or
class. She preferred to buy things that will fulfil her needs and expectation of the product. She
also said that she will buy products as in social standing products only for the reason of special
occasion’s parties or seminars. As a result, marketer will need to create advertising in way that
even the basic necessities products will advertise in a way that it look social standing product
through using the colours and celebrities.

4.2. External Influence: Family Decision Making

Family decision making is hugely influence for the consumers who are still studying at university
with the income or allowance from their parents. According to, Abraham Pizam, Yoel Mansfed,
1999, family functions as a decision-making unite where the important decision of life, including
consumption choices. Family decision making process involves agreement, bargaining, vote and
dictatorship, but the result for conflict is the agreement in opposition to conflict. Additionally,
the roles of children in family decision making process are by attempting to influence with their
parents acquisition, providing product information, playing emotions or disposition behaviours.
(Wayne D. Hoyer, Deborah J. Macinnis, 2008) When the consumer expenses are under the
control of parents, then decision making for purchasing the products come from the family. For
example, when the consumer wants to buy new laptop then he have to go through the family
decision making process. In this case when the family finds out that their child is needs a new
laptop for learning purpose reasoning then the agreement will be smooth. However, in this
example the family finds out that their child wants new laptop for gaming purposes then there
will be conflict versus agreement.

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In relating to my interviewee: Fendyanto, he said that his parents influence the decision making
for purchasing the products because he said they are the ones who is controlling his allowance.
In his family, the main decision maker is the both parents and the main purchaser is also both
parents. However in his family decision making, he has never face the conflict against
agreement for the family decision making process, he always get what he wants. But sometimes
he faces the situation of limitation conflict whereby he cannot buy more than one therefore he
result the solution through saving his allowance in order to purchase the product he want. In
similar, my other interviewee: Feryal, she also said that her parents are the ones who are
controlling her allowance therefore the decision making for purchasing products comes from
her parents. Her both parents play equally roll for decision making and purchasing the products.
And she also has never faces the conflict against the agreement for the family decision making
process. She always asks for the things when she really needed therefore her family always
agree her decisions. But even she faces conflict she will seek the information from her parents.

Therefore, marketers need to understand the situation when they are advertising their products
at universities or schools where their majority of consumers are solely depending on the parent
allowance. Then marketer needs to focus strategies of advertising toward the parents because
the parents are the main decision maker and main purchaser.

4.3. Internal Influence: Consumer Learning

Learning is not all knowledge based. Consumer learning involves a change in the organization or
content of long term memory or behaviour. According to Lars Perner, 2010, “Consumer learning
focuses on what we know with the concrete behaviour.” For example, the when the hotel give
best service than other hotels in the streets than consumers will develop the preference for the
hotel which give best services over other hotels. Furthermore, long term memories could be use
to retrieved information through past personal experiences or past information searches.
(Abraham Pizam, Yoel Mansfed, 1999) There are various type of that consumer may also choose
to remember the products through remembering the adverting product message, brand image,
reinforcement or product sampling, experiences and etc. For example, consumer uses the Dell
laptop and feels satisfied with the Dell customer services then with the experiences of Dell,

17
consumer will remember to buy Dell laptop in the future. There are three common types of
consumer learning process such as: operant condition, analytical reasoning and vicarious
learning or modelling. Operant condition learning process is that when the consumer have tried
the Bridgestone tyres and make the consumer feel secure and trusted to the brand then that
consumer will continues to use every new product Bridgestone tyres. Analytical reasoning
learning process is that consumer will go through the process of information that will be used in
the product. For example, consumer who uses analytical reasoning as a learning process to buy
new solar energy hand phone then that consumer will have to go through the process of
learning the product information. Vicarious learning or modelling learning process is that
consumer will learn the behaviour through learning others behaviour or imaging yourself. (Lars
Perner, 2010)

According to my interviewee: Fendyanto, he said that he will remember the product through
the past experiences on the product but if it is the new product then he will remember the
product through the owner and brand image. Similarly, my other interviewee: Feryal, she said
that she will remember the product through past experiences on the product and remember
the brand image for future purchasing. And both of my interviewee chose that they preferred to
use vicarious learning or modelling learning process because they wanted to watch and see the
others behaviour using the product and imagine themselves in order to make purchasing
decision.

Therefore, marketers need to increase their adverting strategies with celebrity using product
samples with the consumer opinions in the advertisement will help to increase to attract the
more consumers.

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5.0. Benefits to Marketers/Advertisers
Understanding the consumer behaviour will help the firms and organization to improve their
marketing strategies by understanding consumer issues, needs, and wants. The main goal of
advertising is to increase the consumer awareness, motivation, create potential customers, and
increase buying behaviours. In order to achieve the goals, marketers or advertisers need to
understand the study of consumer behaviours that influences consumer internal and external
factors. For example, in order to market the new clothing products, marketers show make more
advertising through celebrity wearing the sample products and taking the feedback from the
consumer and put inside the advertisement will help to attract more consumers because many
consumers like to use vicarious learning process.

Next, understanding the need of consumer will help the marketers to save money because the
advertisement will be more effective to the needs of consumers. Furthermore, by doing the
market research in the country will help the marketer to understand the potential customer
needs and wants therefore it will helps the marketers to have the increasing strengthen
competition in the market.

The following lists are the potential benefits towards marketers/advertisers and the
organization through understanding consumer behaviour externally and internally.

• Ability to design most favourable product in the market

• Ability to identify the price range for consumer purchasing power
• New innovative promotion will be used as customer expectations
• Ability to change the behaviour of consumers
• Able to reach the goal of marketer’s goal and improve organization performance
• Ability to create higher chances of create effective awareness to the consumers

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6.0. Conclusion
In conclusion, consumer behaviour is the most important factor for the marketer/advertiser.
Understanding the consumer behaviour will give huge benefit to the marketers and toward the
organization. Using the interview as a research method has created to understand more of the
consumer behaviour. Different people from different background and different region have
different consumer behaviour. Demographic play an important role in the consumer behaviour
because other factors relates back to the demographic. For example, consumer with the
allowance from the parents will face the family decision making. But if the consumer have
income and does not need to be depend on the parents allowance then the decision making will
come from the customer itself.

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7.0. Reference List

Abraham Pizam, Yoel Mansfed, 1999, ‘Consumer behaviour in travel and tourism’, Google
Books, online, date accessed 6 July 2010, available from:
http://books.google.com.my/books?id=Z4iAl2CpQpQC&dq=consumer+belongingness+fo
r+social+status&source=gbs_navlinks_s

Lars Perner, 2008, ‘Introduction to Consumer Behaviour’, USC Marshall, online, date accessed 4
July 2010, available from:
http://www.consumerpsychologist.com/intro_Consumer_Behavior.html

Lars Perner, 2008, ‘Consumer behaviour - Learning and Memory’, USC Marshall, online, date
accessed 4 July 2010, available from:
http://www.consumerpsychologist.com/cb_Learning_and_Memory.html

Lars Perner, 2008, ‘Consumer Behaviour – Family Decision Making’, USC Marshall, online, date
accessed 4 July 2010, available from:
http://www.consumerpsychologist.com/cb_Family_Decision_Making.html

Management-Hub, 2010, ‘Consumer Behaviour Model | Consumer Behaviour Research, online,

date accessed 4 July 2010, available from:
http://www.management-hub.com/marketing-consumer-behavior.html

Michaela Wanke, 2009, ‘Social Psychology of consumer behaviour’, Google Books, online, date
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