Jake, who runs a local pet shop, finds its rewarding to interact with customers who like pets. Hence, he is recognized in the local community. Which objective of retailing does Jake emphasize by this practice?

Consumer behaviour

Explanation:

Consumer behaviour is comparatively a new field of study which evolved just after the Second World War. The sellers market has disappeared and buyers market has come up. This led to paradigm shift

of the manufacturer's attention from product to consumer and specially

focused on the consumer behaviour. The evaluation of marketing concept from mere selling concept to consumer - oriented marketing has resulted in buyer behav i our becoming an independent discipline. The growth of consumerism and cons umer legislation emphasizes the

importance that is given to the consumer. Consumer behaviour is a study of how individuals make decision to spend their available resources (time, money and effort) or consumption related aspects (W hat they buy? W hen they bu y?, How t h ey buy? e tc).

The heterogeneity among people makes understanding consumer

behaviour a challenging task to marketers. Hence marketers felt the need to obtain an in - depth knowledge of consumers buying behaviour. Finally this knowledge acted as an imperative tool in the hands of marketers to forecast the future buying behavior of customers and devise four marketing strategies in order to create long term customer relationship.