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A brief idea of consumer behavior: Gabbott and Hogg (1998, cited in Williams, 2002) suggested consumer behavior is any behavior involved in the course of buying, using and disposing of products. The definition has been commented by Williams (2002) to be too vague and of least practical use. However it has reinforced the fact that consumer behavior is a difficult concept to describe and the importance of emotional involvement. Horner and Swarbrook (1996:4) defined consumer behavior as “the study of why people buy the product they do, and how they make the decision”. Then again the definition is only limited to exchanges of products...
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