Discuss the impact of consumer behavior on marketing decisions.

... CONSUMER BEHAVIOR DISCUSS THE IMPACT OF CONSUMER BEHAVIOR ON MARKETING DECISIONS Consumer behavior is the study of how people behave when purchasing and disposing of products. This essay aims to give a description of consumer behavior, its segmentation and the ways in which marketing decisions are influenced by it. "Consumer behavior is the study of the processes involved when individuals or groups select, purchase, use or dispose of products, services, ideas or experiences to satisfy needs and desires." (Solomon et al, 1999, p.8) There are many types of consumers such as young, old, rich and poor. Products include a wide range of tangible items such as automobiles and electronic goods. Services incorporate intangibles such as brokerage services and financial advisors. People can have needs for survival basics such as McDonalds for hunger, Coke for thirst and desires like Levis for fashion. Markers cannot develop marketing strategies based upon the behavior of any single consumer,

want to read more? →