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decisions are based on assumptions about consumer behaviour.Definition of Consumer BehaviourAccording to American Marketing Association, consumer behaviour can be defined as "thedynamic interaction of affect and cognition, behaviour, and environmental events by whichhuman beings conduct the exchange aspects of their lives."According to Hawkins, Best, and Coney, 2001, p7, Consumer behaviour can be defined as "the study of individuals, groups or organisations and the processes they use to select, secure, use and dispose of products, services, experiences or ideas to satisfy needs and the impacts that these processes have on the consumer and society."According to Satish K. Batra and S. H. H. Kazmi, 2004, Consumer behaviour is "the mentaland emotional processes and the observable behaviour of consumers during searchingpurchasing and post consumption of a product and service."Meaning of Consumer BehaviourConsumer behaviour is the complex and dynamic processes of deciding what product to buy,when to buy, how to buy, from where to buy, how to secure, how to use, or how to dispose tosatisfy individuals, groups, or organisations' needs. Consumer behaviour is a decisionprocess and physical activity individuals, groups, or organisations engage in when evaluating,acquiring, using, or disposing of goods and services. Consumer behaviour has two aspects - final purchase behaviour and decision makingprocess. Purchase behaviour is visible to us, but the decision making process involvesnumber of complex variables which are not visible to us. Purchase behaviour is the end result