2. Literature Review
Consumer behaviour is described as all purchases related activities, thought and influences that occur before,
during and after the purchase itself as performance by buyers and consumers of products and services and those who
influence the purchase. Achumba (2000), defined consumer behaviour as the activities people engage in actual or
potential use of market items whether product, or service information or ideas. Ekerete (2001), sees consumer
behaviour as the process whereby individuals decide whether, what, when, where, how and from whom to purchase
goods and services. Consumer behaviour include both the mental and physical activities necessary for making
decision in the market place.