Advantages of consumer are
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It is an old saying that customer is the ‘king’ because he is the person on whose decision demand of any product or service is dependent. The attitude of consumer or buyer decides how demand will emerge for a new product and service and how existing goods and services will be sold. The attitude in turn depends upon many economic, social, cultural and climatic factors.
The decisions are also influenced by education, stage of economic development, life style, information, size of family and host of other factors. The study of consumer behaviour implies how and why a particular consumer or group reacts to decisions of producers. “We define consumer behaviour as those actions directly involved in obtaining, consuming, and disposing of products and services, including the decisions process that proceeds and follow the action.”