Why do We Study Consumer Behaviour We seek to understand, explain and predict human actions in their consumption role.

Consumer behaviour is an area of marketing where a large body of knowledge has been accumulated through empirical research, and one of the benefits of studying consumer behaviour is having exposure to such knowledge. It is important for marketers to recognise why and how individuals make their consumption decision so that marketers can make better strategic marketing decision. Who are the Users of Consumer Behaviour Knowledge? The major users of consumer behaviour knowledge are Marketing Practitioners. Marketing practitioners value knowledge of consumer behaviour in order to better understand and predict consumer behaviour in the market place.The practitioners are interested in knowing about the behaviour of customers because an understanding of the reason for the consumer marketing behaviour may contribute to the improvement of marketing practice, e.g. when a manager knows why the consumer makes a decision, he will know how to adjust to satisfy them.