Consumer behaviour chapter 7

Bagozzi and Zaltman defined consumer behavior as “ acts, processes, and social relationships exhibited by individuals, groups, and organizations in the obtainment, use of, and consequent experience with the product, services, and other resources”

The behavior of consumers is motivated or purposive

The consumer behavior field is interdisciplinary in nature

Consumer behavior, in most cases, is a complex process

The decision process that the consumers undergo is shaped by broad social or cultural forces, close interactions with different people and organizations, and the personal characteristics of the individuals

Some of the consumer Behavior concern are how the consumer allocate their income between different heads and how they decide how much to consume now and to sove for the future is a key topic in modern economic thoery (Khan, 1984)