CONSUMER BEHAVIOR term papers and essays

Consumer behavior is an examination into the way people purchase a product, including when the product was bought, why, how and where. It also examines reasons why a product is not purchased. Consumer behavior research borrows from a number of academic fields, including sociology, economics, psychology and anthropology. There are a number of influences on consumers, including consumer behavior concepts such as motivation and personality, perception, learning, lifestyle and values. The customer essentially plays three roles in consumer behavior studies - that of user, payer and buyer. The four main applications of consumer behavior are: marketing strategy, public policy, social marketing and becoming better consumers. Studying consumer behavior helps organizations improve their marketing by understanding matters such as the psychology behind a purchase, customer behavior during shopping trips, limitations in the consumer's knowledge about certain products, and consumer motivation. Many works have been printed about consumer behavior, with one of the most popular being Michael R. Solomon's Consumer Behavior: Buying, Having and Being, which has currently reached its fifth edition. The book, which has been designed for consumer behavior courses reflects on the latest research in the field and covers concepts as Gen Y consumers, guerilla marketing, theories and current fashions.

Most relevant essays on CONSUMER BEHAVIOR