4: Understanding Buyer Behavior
- Page ID
- 21356
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Learning Objectives
Having read this chapter, you should be able to:
- understand the behavior of the individual consumers in the marketplace
- examine the many factors that influence consumer behavior
- recognize the various principles of psychology, sociology, and social psychology that are of value in explaining consumer behavior
- examine the relationship of consumer behavior to marketing management decisions-particularly, target market selection and the design of the marketing mix
- understand how organizational market behavior differs from consumer market behavior
- and examine how organizations make purchase decisions
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