The term CB is defined
as the behaviour that consumers’ display in searching for, purchasing, using,
evaluating and disposing of products and services that they expect will satisfy
their needs. CB focuses on how individuals make decisions to spend their
available resources (time, money, effort) on consumption related items.
The term CB describes
two different kinds of consuming entities: the personal consumer and the
organizational consumers. The Personal consumer buys goods and services for his
or her own use, for the use of the household or as a gift for a friend. In each
of these contexts, individuals, who arereferred to as end users or ultimate
consumers, buy the products for fine use.
The second category of
consumer- the organizational consumer- includes profit and not-for-profitbusinesses,
government agencies (local, state, and national), and institutions (e.g.
Schools, hospitals, and prisons), all of which must buy products, equipments
and services in order to run their organization.
Why
the field of CB developed
In order to succeed in
any business, and especially in today’s dynamic & rapidly evolving market place,
marketers need to know everything they can about consumers – what they want,
what they think, how they work, how they spend their leisure time. The field of
CB is rooted in the Marketing concept.
• Production concept
• Product concept
• Selling Concept
• Marketing concept- CB
developed from this concept. Here everything is executed from the point of view
of Consumer.