1.0 Introduction
1.1 Background of the Study
The advertiser‘s primary objective is to reach prospective customers and influence their awareness, attitudes andbuyingbehaviour. They spend a lot of money to keep individuals (markets) interested in their products. To succeed, they need to understand what makes potential customers behave the way they do. The advertiser‘s goal is to get enough relevant market data to develop accurate profiles of buyers-to-find the common group(and symbols) for communication. This involves the study of consumers, behaviour; the mental and emotional processes and the physical activities of people who purchase and use goods and services to satisfy particular needs and wants (Arlington, 1996).
Potter (1990) noted that the principal aim of consumer behaviour analysis is to explain why consumers act in particular ways under certain circumstances. It tries to determine the factors that influence consumer behaviour, especially the economic, social and psychological aspects that can indicate the most favoured marketing mix that management should select. Consumer behaviour analysis helps to determine the direction that consumer behaviour is likely to take and to give preferred trends in product development, and attributes of alternative communication methods etc. Consumer behaviour analysis views the consumer as another variable in the marketing sequence, a variable that cannot be-controlled and that will interpret the product or service not onlyin terms of the physical characteristics, but in the context of this image according to the social and psychological makeup of that individual consumer (or group of consumers).
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