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"Working women buy products and services essentially the same as non working women."


INTRODUCTION

Consumer behaviour can be defined as "the acts of individuals directly involved in obtaining and using economic and services, including the decision process that precede and determine these acts." (Engel et al, 1968, p 5)

Buyer behaviour refers to "the acts of individuals directly involved in the exchange of money for economic goods and services and the decision process that determined these act. "(Engel et al, 1968, p 5).

Both consumer and buyer behaviour differ amongst the population as people have different wants and needs. Therefore it is untrue to say that ‘working women buy products and services essentially the same as non working women.' No two people are similar as physiological factors, cultural forces, economic considerations, interpersonal relationships, personality, self-concept, and learning are variables that shape goals and influence. (Runyon,......

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Approximate Word Count: 3568
Approximate Pages: 15 (250 words per double-spaced page)

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