Skip to main content
Business LibreTexts

4: Understanding Buyer Behavior

  • Page ID
    • jburnett.jpg
    • Contributed by John Burnett
    • Sourced from Global Text Project

    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


    • Was this article helpful?