With an upsurge in behavioural studies in recent time, consumer behaviour has become an emerging
topic of great importance for academic, research and practitioners. The general expectation is that
consumer behaviour models should offer some respite to the seeming unpredictable behaviours of
consumers, but unfortunately, there has not been adequate emphasis, especially survey evidence in
recent time to either support or negate the validity of these models. Thus, we believe that consumer
behaviour models developed forty to fifty years ago may lose some of its potency in present day
marketing practice because of market dynamics. Hence, we call for more empirical research
towards the development of comprehensive, integrative, dynamic and sustainable models that are
not only useful but in tan-dem with present day realities.
