’’Consumer behavior is the bedrock of marketing from the perspective of this statement, explain the relevance of the study and knowledge of the consumer behavior to marketing strategists.
Consumer behavior has been said to consist much more than the mere use of goals and services marketed by profit-seeking companies and individuals; nor that is it restricted to the actual act of consumption; that it is restricted to individual consumer. However consumer Behavior can be defined as the action a person takes in purchasing and using products and services including the mental and social processes that preceeds and follow those actions (Erin N. Berkourtz, Roger A. Kerinand Williams Ruddius).
Consumer Behaviour has also been variously defined
Distribution of products to consumers creates time utility, place utility and possession utility.
In order to bring products to the market, producers have to work with marketing intermidiaries,these intermediaries make selling of goods and services more efficient because they minimize the number of sales consists necessary to reach a target market. Market channels consist of individuals and firms involved in the process of making a product or service available for use or consumption by consumers or industrial users. They make possible the flow of goods from producers; through intermediates to a buyer. The term channels distribution has its origin in the French word ‘canal’ .This suggests that it’s a path that goods take as they move from one producer to consumers. Hence the channel of distribution is defined as the organization or individuals along the route from producer and consumer.
Several marketing institutions have developed to facilitate the flow of the flow of the physical product or title to the product from producers to the consumers. Society relies on, marketing functions of distribution to do the job to provide products in the right place at the right time.
Marketing channels in providing place utility ensures the consumers get products services available where the users want it.Therefore producers can elicit more sales response by using the medium of channel partners to deliver products to where it’s