Consumer Behaviour


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.

Technique Overview

Consumer Behaviour Definition

Consumer behaviour is the study of how individuals, groups and organisations select, buy, use and dispose of goods, services, ideas, or experiences to satisfy their needs and wants (Kotler and Keller, 2006). Studying consumers provides clues for improving or introducing products or services, setting prices, devising channels, crafting messages, and developing other marketing activities (Kotler, et al., 2008).

Consumer Behaviour Description *

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Business Evidence

Consumer Behaviour Strengths *

Consumer Behaviour Weaknesses *

Examples of Consumer Behaviour *

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Business Application

Consumer Behaviour Implementation *

Success Factors of Consumer Behaviour *

Measures of Consumer Behaviour *

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Professional Tools

Consumer Behaviour Videos *

Consumer Behaviour Downloads *

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Further Reading

Consumer Behaviour Web Resources *

Consumer Behaviour Print Resources *

Consumer Behaviour References (4 of up to 20) *

  • Berfield, S. (2009) How to Win Frugal Consumers and Influence Them to Buy. Business Week, January 29 [online]. Available at: http://www.businessweek.com/magazine/content/09_06/b4118045670299.htm
  • Blackwell, D.R., Engel, J.F., and Miniard, W.P. (2005) Consumer Behaviour. South-Western, International Edition, USA.
  • Brassington, F., and Pettitt, S. (2003) Principles of Marketing. (3rd Ed.) Prentice Hall, UK.
  • BusinessWeek, (2009) Growing Customers in a World of Declining Consumer Demand, Business-Week. [online] 17 July, available at: http://www.businessweek.com/managing/content/jul2009/ca20090717_888271.htm

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