For decades scholars and practitioners have been frustrated by the very capacity of either psychological or marketing models to predict consumer behaviour. It is essential therefore to try to clearly recognise the many problems, in trying to understand consumer behaviour in a precise, reliable and significant way.
'The study of consumer behaviour is at this time seen as a 'behavioural or social science.' There are many that would challenge that this is a
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Consumers' demand for an exciting variety of new products puts ceaseless strain on companies to constantly try and understand consumer behaviour.
Marketing products thus becomes pointless if the marketers are unaware of the consumers' needs and wants. Without the knowledge of the varying areas of behavioural sciences it would be difficult for marketers to identify the characteristics of their consumers and they would be unable to achieve maximum sales and product potential.