Theory of Consumer Behavior

The concept of politics originated with the classical Greek Philosophers such a Plato and Aristotle who understood, politics as a concern with the general inaues affecting the whole community" The question what in politie mvokes a number of answers ranging from the most simple to complex There in people who regard politics as the art of a possible, a dirty Business associated with self seeking behaviour, hypocracy or a conspires by which political parties seek to preserve some particular social system on the other hand, there are others who regard politics as an activity concerned with the welfare of masses and the development of the individual and society as a whole Some says that Politics is a dirty game which gentleman shouldn't play.

Politics as the Conciliation of Interest: Liberalism views politics as conciliation of interests. It is associated with the rise and growth of liberalism in Western Europe and has been expounded by a number of liberalism in Westem burope and has been expounded by number of liberal writers from seventeenth century onwards. The self-interested men which pursuing their individual and needs are likely to clash and collide, resulting is disorder, indiscipline, insecurity, chaos making any civilized activity impossible. Politics is a part of that social process through which such conflicts are conciliated and law, order, protection and justice are established in the society. Since politics is one aspect of man's social activity it is evident that it must be considered in the social context. The analysis of politics should begin where society itself begins. Man and society are the breeding grounds of politics.

Politics as a Class Struggle: Marxism studies politics systematically and in order to understand the different aspects, it applies dialectical and historical materialism methods. In the words of fugles. "The history of all hitherto existing society is the history of class struggle. "The Marxist view of politics as a class struggle also starts from the notion of conflict where as the liberal view believed that the conflict is among the individual groups, Marxism hold that the parties to the conflict are members of social aggregates i.e. classes such as slaves vs masters , feudal lord vs peasants, capitalist vs workers. Conflict is inherent in a class-divided society and it is incapable of solution within that system. Secondly, and more importantly, this class conflict leads to class domination the class which dominates over the means of production also dominates the society, culture and state. "Politics is thus nothing but an act of domination of one class over the other te an act through which it is able to influence the nature of the economy, distribution of production, and to influence ideology, culture, morality, family and everyday life.

Politics as pursuit of common good: This view of politics is based on the assumption that there are certain common interests which men share as members of the community and the task of politics should be promoted and encouraged those interests. Common life creates common interests which constitutes the common good. Politics of a common good was the hallmark of Greek political thinking Plato viewed politics as a process through which non-debate matters coulerning the whole community and take decision in an attempt to realize the public interest or the public good. Plato consisted "Justice" as man's highest good and the task of political being the dispensation of justice. The liberal thinkers like Bentham and Mill believed that good of the community consisted in good of the member composing it. Hence come good meant" "maximum good or maximum number" Their efforts was to concentrate on special institution and procedures like constitutions and of law that encourage individuals to maximize their mutual interest in public activity. T. H. Green provided ethical foundation to liberalism, held the view
that the individual is a social being and he comes to acquire his capacities by being part of the longer social whole. To be free, rational and moral person is to live in accordance with common good which supplies the criterion for individual rights.