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Consumer Behaviour; How it Began?
Member rating: No Rating | Words: | Submitted: Mon Jun 19 2006
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1. Introduction: Consumer Behaviour; How it Began? The aim of any firm is to make money and marketing philosophy has evolved from the production era, which emphasises on the availability of cheap products with a definite buyer, to the customer concept today, producing goods according to customers' demands. This evolution is the result of the greater choices facing the consumer, who is armed with more extensive product knowledge. Confucius said, "Know yourself and know thy enemy and the battle won", thus knowing our products, our capabilities and the customer's needs and behaviour, will allow us to create a marketing strategy that will entice more purchases. Consumer behaviour is hence defined as the process and activities people engage in when searching for, selecting, purchasing, using, evaluating and disposing of products and services to satisfy their desire and needs. (Belch, 1998) 2. External Influences on Consumer Behaviour A consumer does not make purchase in...
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