Consumer needs and wants are the starting point of economic activities.

In the process of
satisfying these needs and wants different products and services are being invented and marketed
in the society. Consumer needs and wants are unlimited and hard to define and describe
precisely. To design an effective marketing mix that satisfies Consumer unsatisfied needs and
wants, a firm should know the buying behavior of consumers. (Matasani 2005 : P.16)

Consumer behavior was first analyzed by economists who assumed that man is rational in
making buying decisions and is motivated by product, price and other attributes. (Marasani,
2005: P. 16) The principles of consumer behavior are useful to business manager's government
regulators, non-profit organizations and everyday people. In particular for marketing manger
knowledge of consumer behavior has important implications for environment analysis product
positioning segmentation of the market mix. It is an applied discipline which borrows theories
and knowledge from other fields such as anthropology, sociology, economics, and psychology.
However, it is discipline is it's own right. (Mowen, 1990: PP. 27-20)

Consumer behavior includes the study of the buy, why they buy it. When they buy it. Where they
buy it. How often they use it (Schiffman and kunuk, 2000: P. 6) consumer by his decision to buy
or not to buy a product he/ds veto power over the firm's entire marketing and business effort. A
customer that behaves one way for one purchase may behave in a very different way the next
time. (Nunes and cespedes, 2003: P. 100

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