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Abstract

There is no doubt that the customer is essential for the firm in the marketing field. Willkie (1994, P.14) stated that “consumer behaviour is the mental, emotional, and physical activities that people engage in when selecting, purchasing, using, and disposing of products and services so as to satisfy needs and desires”. He further explained that there are seven keys to consumer behaviour, which are: 1) Consumer behaviour is motivated;2) Consumer behaviour includes many activities;3) Consumer behaviour is a process;4) Consumer behaviour varies in timing and complexity;5) Consumer behaviour involves different roles;6) Consumer behaviour is influenced by external factors;7) Consumer behaviour differs for different people. Moreover, Blackwell, Miniard, and Engel (2001, p6) defines “consumer behaviour as those acts of individuals directly involved in obtaining and using economic goods and services including the decision processes that precede and determine these acts”. That is to say, consumers behaviour involve with the mental procedure and physical acts towards the multiply goods and services. In addition, in Zinkhan’s (2004, p23) point of view, “consumer behaviour is people acquiring, using, and disposing of products, services, ideas, or experiences”. In other words, consumer behaviour includes several physical and mental activities stages refer to the products or services.

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