Consumer Behavior
“The fact of buying changes the dynamics of the relationship. The will never views the sale as a favor conferred on the seller and, in effect, bits the seller’s account. A healthy relationship requires a conies and constant fight against the forces of decline. One of the west signs of a bad relationship is the absence of complaints. The stomper is either not being candid or not being contacted. Probably both.
—Theodore Levitt
INRODUCTION
The modern marketing concept makes. customer at the centre-stage of sanitation efforts; The focus, within the marketing concept to reach the -et customer, sets the ball rolling for analyzing each of the conditions of the -t market. The first being to find out interest of such persons as would :‘-t me prospective customers. Then comes the. willingness of such interested :.ones to buy the offered product. But since customer needs come first and the organization offers the product, as imperative of the marketing pt, customer’s willingness to buy cannot be studied in isolation of the nearest of such prospects to satisfy a basic need from different satisfiers. Consumers’ needs recognition, their involvement level, the available alternate decision to buy and post-purchase behavior, all are part of the consumer behavior. Every consumer is unique and this uniqueness infest in search, purchasing, consuming, reacting, etc. Thus, consumer behavior must be properly understood by marketers.
