Consumer Behaviour and PR

[Extract] Consumer behaviour is a discipline, in the social sciences, which deals with why consumers buy, or do not buy, products or services. Consumer behavior is the study of the processes involved when individuals or groups select, purchase, use, or dispose of products, services, ideas, or experiences to satisfy needs and desires (Solomon, Russell-Bennett and Previte, 2013). Why should managers, advertisers or other marketing professionals study consumer behavior? Very simply, understanding consumer behavior makes good business sense. The marketing concept asserts that organisations need to satisfy the needs of consumers if they are to survive and thrive in today's world. Marketers can only satisfy these needs to the extent that they understand the people, or organisations, that will use the products and services they sell