2. • To understand the steps in the consumer research process and the
imperatives to conduct research.
• To understand the types of consumer research.
• To understand the relationship between consumer behaviour and
customer value, satisfaction, trust and retention.
• To understand the make-up and composition of a model of consumer
behaviour.
• To understand what consumer behaviour is and the different types of
consumers.
• To understand why marketers study consumer behaviour.
• To understand the relationship between consumer behaviour and the
societal marketing concept.
• To understand the importance of consumer research for firms and their
brands, as well as for consumers.
3. Consumer Behavior
• Consumer behaviour is the behaviour that consumers display in searching for,
purchasing, using, evaluating and disposing of the products and services that they
expect will satisfy their needs.
• The study of consumer behaviour includes:
• how consumers think
• what they buy
• why they buy it
• how often they buy it
• how often they use it
• how they dispose of it.
