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4: Understanding Buyer Behavior

  • Page ID
    21356
    • John Burnett
    • Global Text Project
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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

    Thumbnail: www.pexels.com/photo/shopping-business-money-pay-50987/


    4: Understanding Buyer Behavior is shared under a CC BY license and was authored, remixed, and/or curated by John Burnett.

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