Consumer Behaviour - Evans, Martin M. (Cardiff Business School) a Foxall, Gordon (Cardiff Business School, UK) a Jamal, Ahmad (Cardiff Business School, UK)

Consumer behaviour is the study of how, where, when and why we conduct the exchange elements of our lives to satisfy our needs and desires. It is fundamental to marketing as marketing is concerned with supplying and anticipating customer requirements; therefore understanding how customers behave is at the very heart of the marketing concept.