Models
Chapter 2
CHAPTER 2
CONSUMER BEHAVIOUR THEORY
2.1
INTRODUC1·ION
Chapter 1 provided an overview of the area of research for this study, by identifying, among others, the objectives of the study together with the importance attributed to the study.
This chapter will focus on the area of consumer behaviour by first considering a number of human behavioural models and the commonalities thereof with consumer behaviour, impacting the marketing field of study. Once the human behavioural models have been addressed, the chapter will focus on models of consumer behaviour.
Section 2.2 of this chapter will provide an overview of consumer behaviour, followed by models of human behaviour in Section 2.3. Section 2.4 will represent the main discussion of Chapter 2 by focusing on the definition, purpose and value of models of consumer behaviour. The chapter will be concluded with a short summary in Section 2.5.
It is important to note that this chapter will provide an overview of consumer behaviour theory and that an Internet perspective on consumer behaviour, and more specifically consumer decision-making, will be provided in Chapter 4.
2.2
AN OVERVIEW OF CONSUMER BEHAVIOUR
This section focuses on the consumer behaviour field of study and will explore the origin of a consumer focus in marketing. Since the term "consumer" will be used and quoted from all the sources consulted in this chapter, it is important to
Page 36
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first define the term "consumer". Walters (1974: 4) provides such a definition by stating that "A consumer is an individual who purchases, has the capacity to purchase, goods and services offered for sale by marketing institutions in order to satisfy personal or household needs, wants, or desires."
As will be noted from the definition above, referral is made to an individual.
Therefore, one should first focus on human behaviour, since consumer behaviour, according to Walters (1974: 6), represents a subset of human behaviour (discussed in
CHAPTER 2
CONSUMER BEHAVIOUR THEORY
2.1
INTRODUC1·ION
Chapter 1 provided an overview of the area of research for this study, by identifying, among others, the objectives of the study together with the importance attributed to the study.
This chapter will focus on the area of consumer behaviour by first considering a number of human behavioural models and the commonalities thereof with consumer behaviour, impacting the marketing field of study. Once the human behavioural models have been addressed, the chapter will focus on models of consumer behaviour.
Section 2.2 of this chapter will provide an overview of consumer behaviour, followed by models of human behaviour in Section 2.3. Section 2.4 will represent the main discussion of Chapter 2 by focusing on the definition, purpose and value of models of consumer behaviour. The chapter will be concluded with a short summary in Section 2.5.
It is important to note that this chapter will provide an overview of consumer behaviour theory and that an Internet perspective on consumer behaviour, and more specifically consumer decision-making, will be provided in Chapter 4.
2.2
AN OVERVIEW OF CONSUMER BEHAVIOUR
This section focuses on the consumer behaviour field of study and will explore the origin of a consumer focus in marketing. Since the term "consumer" will be used and quoted from all the sources consulted in this chapter, it is important to
Page 36
."'".....~. 2
first define the term "consumer". Walters (1974: 4) provides such a definition by stating that "A consumer is an individual who purchases, has the capacity to purchase, goods and services offered for sale by marketing institutions in order to satisfy personal or household needs, wants, or desires."
As will be noted from the definition above, referral is made to an individual.
Therefore, one should first focus on human behaviour, since consumer behaviour, according to Walters (1974: 6), represents a subset of human behaviour (discussed in