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Case Study 2.1

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Submitted By rich73
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Rich Baker
International Marketing
LCIE-48010.81
Kevin Kilcullin

Chapter 5 Summary

Consumer buying behavior is the buying behavior of final consumers, individuals and households who buy goods and services for personal consumption. The what, when, where, why and how is crucial in the marketing industry. They go hand and hand with market behavior (Boone).
The history of consumer behavior in marketing seems `to be highly intertwined with the history of marketing thought. In the early fifties soon after WWII many managerial schools of marketing thought emerged. During this period unprecedented economic boom partly fueled up new product introductions. It generated such concepts as the four P’s of marketing, marketing mix, product differentiation and market segmentation.. It appear that each marketing era lids motivated specific types of consumer behavior research and there by shape its history with respect to the substantive body of knowledge research methodology as well as theory development. The purpose of consumer behavior is to understand and control the mind of the consumer. There are many elements of marketing behavior. For example, culture, consumer market, social class, personality, motive (drive), belief, attitudes and need recognition are just a few. As market become global it’s imperative for marketing professional to understand and cope with cross cultural or international consumer behavior. I expect global consumer behavior research and theory to become an emerging area of consumer behavior. As markets become more mature, understanding competitive behavior is important. Comparative consumer behavior must pinpoint relative perceptions and behaviors of their market rather than absolute perceptions and behaviors. Today companies are likely to utilize more behavior modification strategies and less persuasion strategies in order to cope with

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