CONSUMER BEHAVIOR: THE PSYCHOLOGY OF MARKETING

The study of consumers , helps firms and organizations improve their marketing strategies by understanding issues such as how:
1) The psychology of how consumers think, feel, reason, and select between different

alternatives (e.g., brands, products);
2) The psychology of how the consumer is influenced by his or her environment (e.g., culture,

family, signs, media);
3) The behavior of consumers while shopping or making other marketing decisions;
4) Limitations in consumer knowledge or information processing abilities influence decisions

and marketing outcome;
5) How consumer motivation and decision strategies differ between products that differ in

their level of importance or interest that they entail for the consumer; and
6) How marketers can adapt and improve their marketing campaigns and marketing strategies

to more effectively reach the consumer.

One "official" definition of consumer behavior is "The study of individuals, groups, or organizations and the processes they use to select, secure, use, and dispose of products, services, experiences, or ideas to satisfy needs and the impacts that these processes have on the consumer and society."

posted by ABDUR REHMAN