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

 Buying

Behavior is the decision processes and acts of people involved in buying and using products. Consumer behaviour is the study of when, why, how, and where people do or do not buy product and dispose a product.
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the minds of consumer

Consumer behaviour is interdisciplinary; that is, it is based on concepts and theories about people that have been developed by scientists, philosophers & researchers in such diverse disciplines Psychology sociology, (dev. And refine human social activity) social anthropology (persons behaviour) economics.(price income influence) It attempts to understand the buyer decision making process, both individually and in groups

 why

consumers make the purchases that they make? what factors influence consumer purchases? the changing factors in our society.