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Understanding Buyer Behavior

Learning Objectives

Having read this chapter, you should be able to:

  • Understand the behavior of the individual consumers in the market place.
  • Examine the many factors that influence consumer behavior.
  • Recognize the various principles of psychology, sociology, and social psychology that are (If 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.
  • Examine how organizations make purchase decisions.

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