Consumer behaviour is the study of how individuals groups and
organizations select, buy, use and dispose of goods, services, ideas or
experiences to satisfy their needs and wants. A consumer’s buying behaviour is
influenced by cultural, social and personal factors. Marketing and other environmental stimuli
enter the consumer’s consciousness and a set of psychological processes combine
with certain consumer characteristics to result in purchase decisions.
For Frooti the model of consumer behaviour can be ascertained
as shown in the following model.
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