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Consumer behaviour is the study of individuals, groups, or organizations and the processes they use to select, secure, and dispose of products, services, experiences, or ideas to satisfy needs and the impacts that these processes have on the consumer and society.[1] It blends elements from psychology, sociology, social anthropology and economics. It attempts to understand the decision-making processes of buyers, both individually and in groups. It studies characteristics of individual consumers such as demographics and behavioural variables in an attempt to understand people 's wants. It also tries to assess influences on the consumer from groups such as family, friends, reference groups, and society in general.

Customer behaviour study is based on consumer buying behaviour, with the customer playing the three distinct roles of user, payer and buyer. Research has shown that consumer behaviour is difficult to predict, even for experts in the field.[2] Relationship marketing is an influential asset for customer behaviour analysis as it has a keen interest in the re-discovery

References: .^ Kuester, Sabine (2012): MKT 301: Strategic Marketing & Marketing in Specific Industry Contexts, University of Mannheim, p. 110. 3.^ Sandhusen, Richard L.: Marketing (2000). Cf. S. 218 4.^ Sandhusen, Richard L.: Marketing (2000) 5.^ J. Scott Armstrong and Terry Overton (1971). "Brief vs. Comprehensive Descriptions in Measuring Intentions to Purchase". Journal of Marketing Research 5: 114–117. http://marketing.wharton.upenn.edu/ideas/pdf/armstrong2/brief.pdf. [edit] Further readingBlackwell, Miniard and Engel (2006). Consumer Behaviour (10th Ed.). Thomson Learning. Deaton, Angus; Muellbauer, John, Economics and consumer behavior, Cambridge ; New York : Cambridge University Press, 1980. ISBN 0-521-22850-6 Foxall, G Howard, J., Sheth, J.N. (1968), Theory of Buyer Behavior, J. Wiley & Sons, New York, NY. Kardes, Frank R.; Cronley, Maria L.; Cline, Thomas W., Consumer Behavior, Mason, OH : South-Western, Cengage Learning, 2011. ISBN 978-0-538-74540-6 Laermer, Richard; Simmons, Mark, Punk Marketing, New York : Harper Collins, 2007 Loudon, D.L. (1988), Consumer Behavior: Concepts and Applications, McGraw Hill, London. McNair, B. (1958), Retail Development, Harper & Row, New York, NY. Packard, Vance, The Hidden Persuaders, New York, D. McKay Co., 1957. Schiffman, L.G. (1993), Consumer Behavior, Prentice Hall International, London. Schwartz, Barry (2004), The Paradox of Choice: Why More Is Less, Ecco, New York. Shell, Ellen Ruppel, Cheap: The High Cost of Discount Culture, New York : Penguin Press, 2009. ISBN 978-1-59420-215-5 Solomon, M.R