Why Study Consumer Behavior?

1. To increase a manager’s confidence to predict consumer  responses to their marketing strategy

2. To understand the consumer decision process for goods, services, and ideas

3. To implement the Marketing Concept . . a plan to influence buyer – seller exchanges to meet organizational goals

4. To understand complex influences on consumption processes

5. To conceptualize basic models of consumer behavior

6. To avoid “the Self-Reference Criterion”

7. To produce customarily product.

8. To know consumer need.

9. To increase sales.