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Business LibreTexts

4: Understanding Buyer Behavior

  • 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

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This page titled 4: Understanding Buyer Behavior is shared under a CC BY license and was authored, remixed, and/or curated by John Burnett (Global Text Project) .

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