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Tanima Dutta, Lovely Professional University Unit 1: Introduction to Consumer Behaviour

Unit 1: Introduction to Consumer Behaviour Notes

CONTENTS
Objectives

Introduction
1.1 Definition of Consumer Behaviour

1.2 Consumer and Customer
1.3 Buyers and Users

1.4 Origin and Development in the Field of Consumer Behaviour
1.4.1 Development of Marketing Concept

1.4.2 Disciplines involved in the Study of Consumer Behaviour
1.5 Strategic Applications of Consumer Behaviour

1.6 General Model of Consumer Behaviour
1.7 Summary

1.8 Keywords
1.9 Self Assessment

1.10 Review Questions
1.11 Further Readings

Objectives

After studying this unit, you will be able to:
Define consumer behaviour
Distinguish between consumer & customer and buyer & user
Know the origin and developments in the field of consumer behaviour
Discuss strategic applications of consumer behaviour
Realise the general CB model

Introduction

Consumer behaviour is a rapidly growing discipline of study. It means more than just how a
person buys products. It is a complex and multidimensional process and reflects the totality of
consumers’ decisions with respect to acquisition, consumption and disposal activities. We, as
consumers, exhibit very significant differences in our buying behaviour and play an important
role in local, national or international economic conditions. One of the very few aspects common
to all of us is that we are all consumers and the reason for a business firm to come into being is
the presence of consumers who have unfulfilled, or partially fulfilled needs and wants. No

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