Consumer behaviour is the study of individuals, groups, or organizations and all the activities associated with the purchase, use and disposal of goods and services, including the consumer's emotional, mental and behavioural responses that precede or follow these activities. Consumer behaviour emerged in the 1940s and 50s as a distinct sub-discipline in the marketing area.In order to succeed in today’s dynamic and rapidly evolving marketplace, marketers need to know everything about consumers - what they need, what they think,
how they work, how they spend their money and time. They need to identify...