Effects on Change of Consumer Behaviour in Supply Chain

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THE JOMO KENYATTA UNIVERSITY OF AGRICULTURE AND TECHNOLOGY A paper presented in partial fulfilment of a MSC. Procurement and Logistics Management OPERTAIONS MANAGEMENT TOPIC: EEFECT OF CHANGE ON CONSUMER BEHAVIOUR IN SUPPLY CHAIN PRENSENTED BY: MARGARET KINYANJUI STUDENT ID: HD311-C004-1729 /2012 PRESENTED TO: MR. DAVID KIARIE DATE APRIL, 2013 Table of Contents Abbreviations and Acronyms: 2 Introduction 3 Background 4 Literature Review 5 Theories in consumer behavior: 5 Cognitive 5 Behaviorist 6 Humanistic 7 Psychodynamic 8 Economic Man 9 Consumer behavior and supply chain 10 Case study on Newzealand distribution regulation on consumer Credit cards 10 Background: 10 Regulation of consumer credit 11 Issues in the consumer credit industry 12 Solutions to Consumer Credit issues 14 Impact of Consumer behavior on Supply chain 16 Conclusion: 17 References: 18 : Abbreviations and Acronyms: R&D- Research and Development CBL- cognitive behavioral learning CCCFA- Credit Contracts and Consumer Finance Act FVA- Forecast Value Added Introduction Consumer behavior is the act where individuals all marketing decisions are based on assumptions and knowledge of consumer behavior," (Hawkins and Mothers baugh, 2007). Consumer behavior is the study of consumers and the processes they use to choose, use (consume), and dispose of products and services. A more in depth definition will also include how that process impacts the world. Consumer behavior incorporates ideas from several sciences including psychology, biology, chemistry and economics. (Schiffman and Kanuk 2007) also defines consumer behavior as the behavior that consumers display in searching for, purchasing, using, evaluating, and disposing of products and services that they expect will satisfy their needs. According to Choppra & et al,

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