THE INFLUENCE OF BEHAVIOURAL CONCEPT ON CONSUMER BUYING HABIT (A CASE STUDY OF 7UP BOTTLING COMPANY)

THE INFLUENCE OF BEHAVIOURAL CONCEPT ON CONSUMER BUYING HABIT (A CASE STUDY OF 7UP BOTTLING COMPANY)

CAHPTER ONE

INTRODUCTION

The importance of making in any economy cannot be disputed. It is a very important factor needed by any developed or developing economy or nation.

The American marketing Association (AMA 1903) Defines marketing as “the performance of business activities that directs the flow goods and services from producer to the consumer or usuries”

Marketing is a concept that permeates the entire spectrum of human activities. It however comprises all the stage between creation of products and this after services.

However, an understanding of the marketing of individual needs and wants is a cornerstone of the marketing concepts and marker study behavioral sciences to seek knowledge about the consumer behavioral concept and how it relates to their buying habit and also to suggest new marketing opportunities.

Behavioral concept is the buying patterns on the way consumers buy products or services. It may be general public or in service, they are the person that devices the satisfactions or benefit from a particular products.

Basically, the need to study behavioral concept was triggered off by expansion and increase in population, rapid industrial development. And emergence of modern network of roads and railways and more sophisticate communication system. As a result, the largest population of people was made to know the way. They buy by a means of studying behavioral concept in order to produce the most appropriate needs to consumers.

Moreover, research and experience have shown that behavioral concept is a way to determine the buying habit consumer. The situation variables of consumer behavioral concept such as advertising also plays a vital role improving the sales volume of a given product as well as influencing consumers buying decision there by making it necessary for potential consumers to be selective in their buying habit. In Nigeria today behavioral concept has become the order of the day among which the manufactures considered before the production of the product.

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