ROLE OF CONSUMER BEHAVIOUR IN MARKETING AND ADVERTISINGAND THE SCOPE OF CONSUMER BEHAVIOUR.

Consumer behaviour is comparatively a new field of study which evolved just after the Second World War the seller’s market has disappeared and buyer’s market has come up. This has led to paradigm shift of the manufacturer’s attention from product to consumer and specially focused on the consumer behaviour. By studying this we get the idea of what consumers need from the marketer. The consumers are the king of the market here the behaviour of consumer is sometimes positive towards the product or negative they give the mixture of responses. So we have to study their mindsets. So the marketer has to focus on the scope of the market and produce according to the demands from the market. [ABSTRACT FROM AUTHOR]