Definition of Consumer Behaviour According to American Marketing Association

Definition of consumer behaviour according to

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decisions are based on assumptions about consumer behaviour. Definition of Consumer Behaviour According to American Marketing Association , consumer behaviour can be defined as "the dynamic interaction of affect and cognition, behaviour, and environmental events by which human 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 mental and emotional processes and the observable behaviour of consumers during searching purchasing and post consumption of a product and service." Meaning of Consumer Behaviour Consumer 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 to satisfy individuals, groups, or organisations' needs. Consumer behaviour is a decision process 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 making process. Purchase behaviour is visible to us, but the decision making process involves number of complex variables which are not visible to us. Purchase behaviour is the end result
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