Theories of Consumer Behaviour

Some of the best known theories of consumer behaviour were developed in the 60s and 70s when there was limited theory on consumer behaviour. The short comings of the theories of human behaviour gave rise the more complex theories of consumer behaviour developed in the 60s. Unlike theories of human behaviour, consumer behaviour theories focused on describing and systemising the entire purchase process. This led to the early theories becoming guides which were used as the base for further research and study on the subject of consumer behaviour on tourism in India.

Prior to the 60s, consumer research was undertaken by marketers rather than academics. The first consumer decision making theory was developed by Howard in 1963. This was followed by the Anderson theory in 1965, Nicosia theory in 1966, Engel, Kollat & Blackwell theory in 1968, Howard –sheth theory in 1969, Hansen theory in 1972 and Markin-theorys of 1968/1974. The plethora of consumer decision making theories can be attributed to the fact that the research into consumer behaviour did not grow from a pure theoretical basis but rather from theories borrowed from other disciplines.

The discussion below will focus on the Anderson theory, the Nicosia theory, Howard – sheth theory, Engel, Blackwell, Miniard theory, Solomon theory, Theory of Travel- Buying behaviour Mathieson and Wall,

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