A Primer on Consumer Behavior: A Guide for Managers

At its most fundamental level, marketing is about influencing the decision making and behavior of customers. Profitable businesses are built on an understanding of their customers and the creation and delivery of products and services that meet the needs of these customers. This book provides an introduction to consumer and buyer behavior and the many factors that influence consumer behavior, and ultimately, market demand. It is also about how marketers can influence individual customers and market demand. Depending on the particular business, customers may be individuals, households, or organizations. How these individuals and entities make decisions and behave in the market may vary considerably, but an understanding of the factors that influence buyer's decision making and behavior is critical to the marketing and business success of every organization. It has been estimated that 80 percent of all new products fail in the market. The most frequent reason for such failure is a lack of understanding of the needs and behavior of potential customers.

• | Author: David W. Stewart
• | Publisher: Business Expert Press
• | Publication Date: Jul 17, 2018
• | Number of Pages: 142 pages
• | Language: English
• | Binding: Paperback
• | ISBN-10: 1947441205
• | ISBN-13: 9781947441200