Consumer Behaviour Lecture 3 25/10/2007

A definition of consumer behaviour

Engel, Blackwell and Miniard have defined consumer behaviour as:

‘Those activities directly involved in obtaining, consuming and disposing of products and services, including the decision processes that precede and follow the actions.’

Three perspectives of consumer behaviour

The study of consumer behaviour can be approached from three perspectives:

• Consumer influence;

• Holistic;

• Intercultured.

A consumer influence perspective

Consumer behaviour is of particular interest to those who, for various reasons, desire to influence or change that behaviour. Thus consumer behaviour is of interest to: