The study of consumer behavior is the study of how individuals make decisions to spend their available resources (time, money, efforts) on consumption related items to maximize their satisfaction.

– Marketing deals with the consumer in the forefront of its agenda hence

The customers are the kings;

Kingdom of marketing is governed by the consumer;

Agents of distribution are appendages that help to govern the whole system and institution of marketing.

Consumers’ choice of goods and services are different because of variety in terms of age, gender, race, nationality, education, occupation, marital status and living status. Thus, more is the diversity in consumers, more would be the jobs of the marketers.