Consumer Behaviour is therefore classified as a mechanism which incorporates all the activities inclusive of obtaining, consuming as well as disposing of products and services. (In-Text Referencing, pg. 51) In other words the term Consumer Behaviour can be explained as the study of how different consumers generate ideas/ thoughts on several factors such as what the consumers buy which can be a product or a service, why they buy which includes specific reasoning for the purchase, when the consumers buy the service or the product, from where the consumers buy it, how often the consumers buy the service or a product and also how often the consumers use the service or a product. It is also known as a product person situation. (In-Text Referencing, pg. 51)
As consumer behaviour reflects upon multiple theories while each theory trading with human behaviours from a different perspective. There are considered to be several factors affecting the behaviour of the consumers such as marketing campaigns, consumer’s personal preferences, external factors such as culture, social class, internal factors which involves the need, the reason behind purchasing, consumer’s emotions, social factors such as consumer behaviour which can be strongly persuaded by a family member, or an example can be seen where consumers are influenced by focus groups, personal as well as psychological factors which includes age, perception, an occupation of a consumer is seen having a strong impact on the consumer’s purchasing behaviour, and also consumer’s personal belief as well as attitude. When discussing about consumer behaviour the word consumer has two different meanings. One is an individual consumer or an individual buyer that purchases goods or services for their personal use, and the latter one is a consumer that originally exists in the market. Profit as well as non-profit organisations, government agencies are some examples of the latter type of consumer.
Consumer Behaviour is basically a discipline dealing with how and why consumers purchase or do not purchase goods and services. (In-Text Referencing, pg. 52)
