Consumer behaviour in developing countries

This chapter considers the behaviour of the individual and ultimate consumer (as does the chapter on Consumer Behaviour in Baker’s Marketing—An Introductory Text). The basic concepts and principles concerning consumer behaviour remain valid. The consumer is still at the head of the marketing process, and in order that marketing should be carried out more effectively by an indigenous, state or multinational marketer, it is equally essential to know who he is, what he is buying, when, why and how he buys as well as who is involved in the buying process.