The term consumer behaviour refers to the behaviours that consumer display in searching for, purchasing using, evaluating and disposing of products and servers. Psychology attempts to look at the consumers' behaviour in order to aid them to achieve maximum economic satisfaction. Human needs are unlimited while the resources available to satisfy the wishes are limited consequently man must choose among his infinite wants in order to achieve good satisfaction. Usually, consumer fails to consider his level of preference when he comes to make choice on the other hand he behaves irrationally and the problem leads him to make poor choice. Psychology as a field of review tries to take a look at how consumer behaves.
Application of mindset to the financial business is of great importance as it tries to analyze the needs and demand of consumer.
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