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Consumer Behaviour And Marketing Communication
These roles may be involved in different aspects of the purchase decision process and in consumption of
the product or service that is bought. Thus, the advertiser must identify and provide information needed
by each of the people who affect purchase of his product.
SOCIALISATION PROCESS
SOCIALISATION is the process by which individuals learn the rules of their society and establish their own
values, attitudes and long-lasting personal characteristics.
Every individual is involved in this process from childhood; it is a continuous process which individuals
are exposed to throughout a life time.
Socialization process plays major roles in conditioning the lifestyles of individuals, the household units
provide the basic framework in which consumer socialization occurs. This involves the processes by
which young people acquire skills, knowledge and attitudes relevant to their functioning as consumers
in the market place.
LIFESTYLE: An individual’s lifestyle is a function of inherent personal characteristics that have
been shaped and formed through social interaction as the person moves through the life cycle.
A consumer’s lifestyle is made up of the ways of living of an individual or group that distinguishes it
from that of others. Consumers buy products that are developed and promoted to enhance their lifestyle.
Advertisers must use promotions that have taken into consideration the direction in which his market
is facing and what lifestyles new economic or social environment may create.