consumer behaviour

All processes and physical activities when consumers select, acquire and use goods or services. All companies want to understand and influence their consumers’s attitude (their desires, why people buy a product etc.). The individual’s personality, motivations, expectations and the opinions of his or her friends about the product or service have an impact on the decision-making process.

Bauer András, Berács József & Kenesei Zsófia (2007). Marketing alapismeretek. Aula Kiadó. Budapest. 49–50. p.
Kumar, Arun & Tyagi C. L. (2004). Consumer behaviour. Atlantic Publishers and Distributors. New Delhi. 1–2. p.
Chandler, Daniel & Munday, Rod (2011). A Dictionary of Media and Communication. Oxford University Press. Oxford. 70. p. See the Online Edition