Below is the overall consumer behaviour model, which shows the factors affecting consumers’ decision-making. Focusing on the concept of situational factors, your task is to describe and then evaluate the extent to which the situational factors influence your decision-making process, using relevant theories and frameworks. To deepen your evaluation of the influence of situational factors, please compare and contrast the following types of purchasing decisions (use specific examples in your application)

Rationale

Marking criteria

 

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