13-01-2012, 04:31 PM
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