Consumers are seen as rational decision-makers. So, they take a decision when the need arises. There may be different kind of needs; these needs can be functional or psychological. Functional needs are directly related to the functionality of a product and these functions are the features and benefits which differentiate one product from the other. Consumer decision is an equally [...]
A motive is the inner state that moves, or prompts a person to action. In the words of W. J. Stanton, "A motive may be defined as a drive or an urge for which can individual seeks satisfaction. It becomes a buying motive when the individual seeks satisfaction through the purchase of something." In the words of D. J. Durdian, [...]
Consumer behaviour can be defined as those acts of individuals (consumers) directly involved in obtaining, using, and disposing of economic goods and services, including the decision processes that precede and determine these acts. Understanding how consumers make purchase decisions can help marketing managers in several ways. Consumer behaviour, also called Buyer Behaviour is the process and act of decision-making of [...]