ABSTRACT
There is nothing more central to marketing than consumption, and nothing more central to consumption than consumers. Without individuals behaving as consumers, there would not be a market, there would not be marketing, and our society would look very different. The study of consumer behaviour is important to marketers because it impacts upon how marketing strategy is developed and implemented. For instance, understanding how consumers will react to a new product offering, a new advertising campaign, the withdrawal of certain services, a new channel of delivery or the provision of web-based information. But it is not just marketers who are interested since consumer behaviour can inform the way governments and policy makers act. For instance, the format and provision of food labelling, the introduction of restrictions on gambling, the design and execution of road safety campaigns or delivery of improved health screening. All of these need some understanding of people, and how they consume. By way of definition, consumer behaviour is the study of individuals, groups or organizations, and the processes they use to select, secure, use and dispose of goods, services, experiences and ideas which are associated with the satisfaction of their needs and the impact of these processes upon consumers, organizations and society.
