Why consumer behaviour is of critical importance to Marketing Managers in consumer markets.?
A perspective of marketing is about making a consumer realise that they want your product, even though initially they might not. Therefore it is important for marketers to understand how consumers behave when they are exposed to particular advertising methods and messages. For example. Consumer behavioural theories such as the process of innovation diffusion is vital for marketers as it allows us to understand how different market segments, which have different purchasing and thinking characteristics might decide whether or not to buy a product. For example – for a consumer in a relatively high social status earning reasonable money, a purchase of a laptop might not be such as high involvement purchase since they have the disposable income to afford it plus, if they are young to middle age, the chances are they know exactly what they want to get out of the product since they have been brought up in a generations where computers run our every day lives. On the other hand, if the laptop
