Consumer behaviour - building marketing strategy

Abstract

Customer behaviour research comprises numerous scopes, i.e. research processes in which individuals and groups are engaged during choosing, buying and using products, services, ideas... in order to satisfy their needs and wishes. In the first phases of its development, this scientific discipline has been known as customers' behaviour and emphasizes interactions between customers and manufacturers at the moment of buying. Marketing experts comprehend now that customers' behaviour is a process, not only an interaction which happens in a moment when a customer gives his money and rewords back its products and services. In order of customers' behaviour comprehension and understanding of superior marketing strategies, it is necessary to find out what customers feel, work..., as well as things and places which affect their behaviour. The research taken out through this work gives some answers about women customers' behaviour, an increasing group now days which make 80% of decisions concerning purchase.