Behavioural aspect of marketing focuses on two important areas, namely : the behaviour of consumers and the behavior of marketers. The behavior of consumers is further split into the behaviour of final, personal or household consumers.
The personal consumer is the individual who buys goods and services for his own use, for the use of household, for just one number of the household, or as a gift for a friend. In this context,the goods are bought for final use by individuals who are referred to as end users or ultimate consumers.
The second category of consumers, the organisational consumer encompasses private business, government agencies ( local, state and federal), and institutions( schools, churches, banks), all of which must buy products, equipment, and services in order to run their organisations, whether for profit or not for profit.
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