Introduction to Consumer Behaviour: Study on how individual customers, groups or organizations select, buy, use, and dispose ideas, goods, and services
€ 54.5
Descripción
Consumer behaviour involves the purchasing, and other consumption related activities of people engaging in the exchange process. The study of consumer behaviour field draws its findings from a number of disciplines, viz. anthropology, sociology, social psychology, marketing research, and economics. Consumer behaviour knowledge may be applied in solving both micro and macro marketing problems. “Sales determine profit, and consumers’ actions determine sales.” The bottom line of every organization’s involvement in business is to make profit, which is being determined by how its market behaves. Thus, an understanding of the discipline is essential for a marketer who wishes to be successful in the face of competition.