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1.0 Introduction "Consumer behaviour is the study of processes involved when individuals or groups select, purchase, use, or dispose of products, services, ideas, or experiences to satisfy needs and desires." (Solomon, 2002). Why? How? When? What? Where individuals and groups buy? People talk rationally but they buy emotionally. People buy a car not because of the great gas mileage or the price. They buy it because it makes them feel good. People "feel" on the basis of the words used and the pictures painted by those words. Literally, a rose by any other name probably wouldn't sell. 1.1 Consumer behaviour and Marketing Why should managers, advertisers and other marketing professionals bother to learn about consumer behaviour? Because firms exist to satisfy consumers' needs. The study of consumers helps firms and organizations improve their marketing strategies. Consumer response is the ultimate test of whether a marketing strategy will succeed. Thus, knowledge about...

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