Understanding Consumer Behavior
Objective 11-5 Describe the consumer buying process and the key factors that influence that process.
Although marketing managers can tell us what features people generally want in a new refrigerator, even if they conduct “perfect” marketing research about refrigerators, they cannot always tell us why people buy particular refrigerators. What preferences are consumers fulfilling? Is there a psychological or sociological explanation for why they purchase one product and not another? These questions and many others are addressed in the study of consumer behavior, the decision process by which people buy and consume products.
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