Define the concept of consumer behavior

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Reference no: EM133349664

Assignment:

1- Define the concept of consumer behavior and its relationship with the consumer decision-making process.

2- Describe the four areas that affect consumer behavior, identify consumer needs and choose a person to answer the following:

A) Mention three brands that you have bought during the past month.

B) Mention what needs you were able to satisfy with the purchase of the mentioned products.

C) Mention what reasons influenced the selection of these products.

D) What were the marketing strategies that you used for each of the brands purchased and analyze how the marketing strategies of each of the brands compare with the purchase reasons offered by you.

3- Explain the importance of studying and understanding consumer behavior for companies.

References:

Text book:

Hoyer, W.D., MacInnis, D.J., & Pieters, R. (2018). Consumer behavior (C. García Álvarez, Trad.; 7th ed.). Cengage Learning.

Chapter: Understanding Consumer Behavior

Atherton, J. (2020). Social media strategy: A practical guide to social media marketing and customer engagement. Kogan Page.

Chapter: Audience-Using Social Listening to Profile Your Audience and Generate Customer Insights for a Global Social Media Strategy.

Pride, W. M. & Ferrell, O. C. (2019). Foundations of marketing (8.a ed.). Cengage Learning.

C 1: Customer-Driven Strategic Marketing

C 2: Planning, Implementing, and Evaluating Marketing Strategies

C 5: Target Markets: Segmentation and Evaluation

C 6: Consumer Buying Behavior

Reference no: EM133349664

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