Consumer behaviour

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Understanding consumer behaviour has significant bearing on marketing and public relations decisions. The concept reviews a number of issues related to consumer behaviour and organisational responses and will help you to enhance your marketing campaigns to successfully connect with consumers.

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Why do customers buy? What goes on inside a customer's mind before, during and after a purchase? How do buyers choose? What are the hidden influences? How do buyers process information? Unlocking these secrets opens the door to success. Why buy a Coca-Cola? Is it because of thirst? Why buy Levi's jeans? Is it to avoid

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According to recent studies on consumer behaviour that those consumers who have less knowledge about a product or a brand tend to make the purchase decision based on differences in characteristics or qualities that can be easily compared between options. This study among many others on consumer tastes and changes in preferences provides a deep insight on the consumer in the market. As per this study the availability of several or multiple options matters a lot in the market. Especially in…

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