Consumer Behavior And Consumer Behaviour

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1.1. What is consumer behaviour? Consumer behaviour is the study of all the processes implicated when individuals, groups of people or organizations select, purchase, use or dispose of products, services, experiences or ideas to satisfy their needs, wants and desires (Salomon et al. (2006). Acquiring, using and disposing are the process of consumer behaviour. Buying represents an acquisition by consumers and then, they use it, which is known as the usage process. Finally, disposition is the process by which a consumer gets rid of the offering (Macinnis and Hayer, 2008). Understanding the consumer behaviour is very important to marketers in every field. 1. 1. 1 What affects consumer behaviour? Consumer behaviour involves elements from psychology, sociology, marketing and economics. The goal for the study of consumer behaviour is to understand the decision-making practices of consumers and to what extent emotions and feelings can affect buying behaviour. It usually looks at the influences on the consumer by groups such as family, friends, age, marital status, nationality and society in general, in order to understand people’s wants, Salomon et al. (2006). Consumer behaviour is influenced by demographics and psychographics factors. Within the demographics factors are age, sex, education level, income level, marital status, occupation, religion, while psychographics factors include individual’s motivation, attitude and beliefs among others. According to Macinnis and
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