INTRODUCTION
For decades scholars and practitioners have been frustrated by the very capacity of either psychological or marketing models to predict consumer behaviour. It is essential therefore to try to clearly recognise the many problems, in trying to understand consumer behaviour in a precise, reliable and significant way.
'The study of consumer behaviour is at this time seen as a 'behavioural or social science.' There are many that would challenge that this is a misnomer although it is not strictly a 'science', in it purest form when compared with the 'Natural' and 'Mathematical s…
