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 Behaviour occurs either for the individual , or in the context of a group (e.g.

, friends

influence what kinds of clothes a person wears ) or an organization ( people on job make

decisions as to which products the firm should use ).

 Consumer behaviour involves the use and disposal of products as well as the study of

how they are purchased. Product use is often of great interest to the marketer , because

this may influence how a product is best positioned or how can we encourage increased

consumption. Since many environment problems result from product disposal (e.g., motor

oil being sent into sewage systems to save the recycling fee , or garbage piling up

landfills ) this is also an area of interest).

 Consumer behaviour involves services and ideas as well as tangible products.

The impact of consumer behaviour on society is also of relevance . For example ,

aggressive marketing of high fat foods , or aggressive marketing of easy credit , may

have serious repercussions for the national health and economy.

People buy things to satisfy two basic needs – (1) physical or material , and (2)

psychological or mental. The buying decision is influenced by these two basic

with certain other external factors . Persons buying the same product may have

different reason to do so , and person having same reason may buy different

product. The study of these physical & psychological factors along with various

other factors that influence the consumer to make a buying decision is therefore

of utmost important for marketers , these constitute the subject matter of consumer

behaviour. The study of consumer behavior is quit complex , because of many

variables involved and their tendency to interact with & influence each other and

the buyer. These variables are divided in to major sections that have been

identified as the most important general influences on consumer behaviour.

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