Consumer Behaviour

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What is Consumer Behaviour?

Those activities directly involved in obtaining , consuming and disposing of products and services, including the decision processes that precede and follow these actions

This study draws on concepts from various other disciplines


Psychology
Sociology
Anthropology
Economics
Marketing


Need to study ?


You cannot take the consumer for granted any more’
Therefore a sound understanding of consumer behaviour is essential for the long run success of any marketing program


Perspectives

Logical Positivism

Understanding and predicting consumer behaviour

Cause and effect relationships that govern persuasion and/or education

Post Modern – to understand consumption behaviour without any attempt to influence it