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What is Consumer Behaviour? Consumer Buying Behaviour involves individuals/groups who select, purchase, use or dispose of products/services, ideas or experiences to satisfy wants and needs. People in the market place: * Consumer - Purchaser and User - Influencer (when a consumer is happy with the product, he/she will recommend it to other people * Process - It is a process of exchange The consumer gets the product by exchanging it with money Consumer behaviour - Consumers are actors on the market place * Role Theory (Very Important) * The consumer can assume different roles (E.g. Just consumer, deciders, influencers) - Consumer behaviour is a process * Exchange The distinction between a need and a want A need is something that you can't live without; physiological need Mobiles/Computers are they a need or a want? Marketers are constantly accused of changing wants into needs. Consumers range from babies to old people Introductory remarks about a typical consumer: i. Demographics (the study of population)...

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