What is consumer behaviour?

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Definition of consumer behaviour Consumer behaviour is defined as ‘the acts of individuals directly involved in obtaining and using economic products and services, including the decision processes that precede and determine theses acts’ (Lancaster and Reynolds, 2004, p.50). According to Kotler et al (2009), consumer behaviour is the study of how individuals or groups buy, use and dispose of goods, services, ideas or experiences to satisfy their needs and wants. Consumer behaviour is about how consumers buy and use products and services in order to satisfy their desires. No doubt […]