Chapter 2 CHAPTER 2 CONSUMER BEHAVIOUR THEORY 2.1 INTRODUC1·ION

Chapter 1 provided an overview of the area of research for this study, by identifying, among others, the objectives of the study together with the importance attributed to the study. This chapter will focus on the area of consumer behaviour by first considering a number of human behavioural models and the commonalities thereof with consumer behaviour, impacting the marketing field of study. Once the human behavioural models have been addressed, the chapter will focus on models of consumer behaviour.

This article looks and Consumer behaviour in general and also examines the various theories and models that are available to understand consumer behaviour. KEYWORDS Consumer Behaviour, Consumer Behaviour Models, Cognitive Approach to Models of Consumer behaviour, Stimulus-Organism-Response Model of Decision Making, Consumer Decision Model, Theory of Buyer Behaviour, Theory of Reasoned Action, Theory of Planned Behaviour and the Fishbein Model.

International Journal of Advanced Research in Management and Social Sciences, 2018

The purpose of the research work is to study the traditional models of consumer behavior. The study starts with objectives of traditional models of consumer behavior overview. Consumer behavior in general and also examines the various theories and available to understand consumer behavior. Theories of consumer behavior and models are a natural extension of human behavior theories. The two major consumer categories represent the basis for understanding how they guide the reverse models and theory under each. It was ascertained that in terms of cognitive and humanistic, the varied theories and models under them all have special attribute. These represent the basis for the selection of the theory or model suited to person product or service category. These models also help special marketing strategies like position and market dividing the total numbers of market and sub group of people.

Every man is a consumer, and ought to be a producer. He is by constitution expensive, and needs to be rich.

Consumer behaviour can be examined as it is a decision making process of an individual when consumer engaged in evaluating, acquiring, using or disposing goods/services. The decision making is basically depend on two important aspects that are the consumers expected amounts of satisfaction and the resources that are available to him for spending.

International Journal of Education Humanities and Social Science

The purpose of this study is to present the evolution of theories that have influenced consumer buying decision processes in a unique way. Consumer behaviour is the study of how individual customers or groups of organisations, select, buy, use, and dispose ideas, goods and services to satisfy their needs and wants. Marketers use theories of consumer behaviour to explain how consumers behave and to segment the market for consumers. Marketers make use of several theories of consumer behaviour, namely, traditional theories and contemporary theories. Traditional theories are based on economic principles or experiences of marketers, whereas modern theories are associated with empirical results. The concept of empirical means something that can be observed or measured. The theory of consumer behaviour is an explanation of facts in an orderly manner. However not all theories of consumer behaviour are good or sound. A sound theory of consumer behaviour describes both behaviour and the natur...