Consumers make many different buying decisions every day. It is important that
large companies developing products for the consumer market-place understand
the many factors which affect consumer-buying behaviour. A market-driven
organisation needs to find out where consumers buy different products, how
they buy, what they buy as well as why they buy. It is only by answering these
questions about consumer behaviour and motivations that organisations can
develop their own productÕs features and obtain key advantages over their
competitors.