THE CONCEPT OF CONSUMER BEHAVIOR: DEFINITIONS IN A CONTEMPORARY MARKETING PERSPECTIVE

There have been some multiple understandings and considerations of the concept of consumer behavior, however little is known about the concept in this contemporary area. This research purpose is to explore the concept of consumer behavior under different aspects of its interpretation. The approach is based on a sound documentary analysis, with some direct and indirect observations. It consists of a sound search for relevant literature, followed by the evaluation of sources, an identification of themes, and gaps. The results show that there are some similarities but also some differences in the definition of the concept following the research context. As such, there is not a quite common definition of this concept. However, a common conception of consumer behavior refers to the particular perceptions of habits, lifestyles, attitude and practices. Keywords: Consumer behavior, Consumption, Africa, Marketing