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Understanding Consumer Behavior Marko Stakich MKT 604 2/12/07 Yu Chen Consumer behavior is the behavior that consumers display when searching for, purchasing, using, evaluating, and disposing of, products and services. The study of consumer behavior began when marketers realized that consumers didn't always react as marketing theory suggested they would (Solomon 2003). A lot of consumers don't like using similar or identical products that everyone else uses, instead they prefer different products that they feel reflect their own special needs, personality and lifestyles. Figuring out not only who would buy it, but why they buy it, where they buy it, how often they buy it, and how they use it is the basis of understanding consumer behavior. The set of beliefs consumers have stored in long and short-term memory provides a function to marketers. It provides the basis...

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