Buyer Behaviour

¡°Working women buy products and services essentially the same as non working women.¡± INTRODUCTION Consumer behaviour can be defined as ¡°the acts of individuals directly involved in obtaining and using economic and services, including the decision process that precede and determine these acts.¡± (Engel et al, 1968, p 5) Buyer behaviour refers to ¡°the acts of individuals directly involved in the exchange of money for economic goods and services and the decision process that determined these act. ¡°(Engel et al, 1968, p 5). Both consumer and buyer behaviour differ amongst the population as people have different wants and needs. Therefore it is untrue to say that ¡®working women buy products and services essentially the same as non working women.¡¯ No two people are similar as physiological factors, cultural forces, economic considerations, interpersonal relationships, personality, self-concept, and learning are variables that shape goals and influence. (Runyon, K.E. 19...