ABSTRACT
The study of consumer behaviour covers the process by which each individual selects, uses and purchases a good or service to fulfil one’s own interests or desires. The concept of consumer behaviour includes the marketing of products and services. The essence of marketing is to satisfy consumers’ needs, create values and retain customers. Marketing strategies are formulated based on assumptions about consumer behaviour. The research to study consumer behaviour is called consumer research and is a form of market research which tries to understand the reasons why consumers acquire a specific good or service in order to formulate marketing strategies for a specific market.
