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Customer Behaviour Paper

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CONSUMER BEHAVIOR PAPER

Consumer Behavior Paper
University of Phoenix
Consumer Behavior
MKT435
Dustin Youngdahl
July 19, 2011

Consumer Behavior Paper

The main role of the marketing function is to anticipate and satisfy customer needs and wants. This sound easy to do, but the true is that to achieve this goal organizations need to make understand very well its customer behavior, needs, and believes. This paper the subject to discuss is the concept of customer behaviors and its relationship with marketing. It also explain the impact that the different element of the marketing mix will have in the purchase decision.
Consumer Behavior According to Hawkins−Mothersbaugh−Best the meaning 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.” Awareness of consumer behavior is critical for companies that want to be successfully in the marketplace because it will help with the understanding of the process consumers follow to make a purchase decision. It also help the organization to identify which elements of customer experience are important or relevant and which ones have very little impact in buying a specific product or service. This include areas such as the psychology about the feelings, believe, thinking, motivations, and reasons to choose between several alternatives. It also cover all the elements, internal and external, which influence this selection. Perception is one internal influence and it is about how consumers see themselves and the environment that surround them. It is their mental structure from information that has been collected consciously and unconsciously. Perception is built by exposure, awareness, and…...

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