"Consumer behaviour may be defined as that behaviour exhibited by people in planning, purchasing and using economic goods and services. If the marketing executives possess an adequate understanding of consumer behaviour, the overall effect of their marketing effort would be enormously successful.” Consumer behaviour is the decision process and physical activity individuals engage in when evaluating, acquiring, using, or disposing [...]
Consumerism is a collective effort of the consumers to protect their interest. It reflects the failure of the business including that of public sector and the government to guarantee and ensure the legitimate rights of the consumers.
In business and economic planning the consumer should be held supreme in any economy. It is his ultimate satisfaction that matters. While addressing a group of businessmen, Gandhiji also once said, "A customer is the most important visitor on our premises.