Everybody in this world is a consumer. Each one of us is buying consumer goods and services in our lives. Consumer behaviour is very complex and is determined by social and psychological factors and it is necessary for a marketing manager to understand properly before he plans the marketing strategy. The term consumer is used to describe two different types [...]
A motive is the inner state that moves, or prompts a person to action. In the words of W. J. Stanton, "A motive may be defined as a drive or an urge for which can individual seeks satisfaction. It becomes a buying motive when the individual seeks satisfaction through the purchase of something." In the words of D. J. Durdian, [...]
Consumer behaviour can be defined as those acts of individuals (consumers) directly involved in obtaining, using, and disposing of economic goods and services, including the decision processes that precede and determine these acts. Understanding how consumers make purchase decisions can help marketing managers in several ways. Consumer behaviour, also called Buyer Behaviour is the process and act of decision-making of [...]