ABSTRACT
Why do individuals or organisations buy the products and services they do? What criterion do they use when they buy? Where do they like to shop, or what vendors do they choose and when? Marketers want to know the answers to these questions as, once they have these answers, they have a better chance of communicating about products and services that consumers will want to buy. As both consumer and business markets are in a state of continuous change, marketers also need to understand any new and emerging contexts to conduct marketing activities successfully. It is therefore essential to recognise that buyer behaviour influences, at all times, how marketers communicate and deliver products that offer value to customers. Indeed, marketing and consumer behaviour stemmed from the marketing concept, which maintains that the essence of marketing consists of satisfying customers’ needs, creating value, and retaining customers. Therefore, studying consumer and organisational behaviour results in an understanding of why and how customers make purchase decisions. That is what the study of buyer behaviour is all about.
