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    & importance 6 ior_and_consume, 8 ~and_¢ a consumer buyer decision proc | Altomutives, Purchase De Mf consumer buy oblem Recognition behavior, Comparison betw behavior, Buyi . Five steps Information Search, Evaluation of #: Moment of Truth, Zero Moment of en Consumer Behaviour: consumers make purchase decisions consumers use and dispose of products Consumer behavior — HOw “Consumer behaviour is the study of how racemes People buy, what they buy, when they buy hedow ino Consumers the study “of the processes involved when individuals or groups select, purchase, Wwe, or dispose of products, services, ideas, or experiences to satisfy needs and desires” - Solomon nonkehtg Importance of Studying Consumer Behavior Xole or importance of study of consumer behavior can be explained with reference to the points ated as under: ~ Philip Kotler ar? 4 tre + Ce Ja yi 1, Modern Philosophy: It concems with modern marketing philosophy ~ identify consumers’ seeds and satisfy them more effectively than competitors. It makes marketing consumer- oriented, It is the key to succeed. >. Achievement of Goals: The key to a company’s survival, profitability, and growth in a highly competitive marketing environment is its ability to identify and satisfy unfulfilled consumer ® acods better and sooner than the competitors. Thus, consumer behavior helps in achieving ciing goals. 5. Useful for Dealers and Salesmen: The study of consumer behavior is not useful for the omapany alone, Knowledge of consumer behavior is equally useful for middlemen and salesmen ° perform their tasks effectively in meeting consumers’ needs and wants successfully. msusner behavior, thus, improves performance of the entire distribution system. yp hati o> stomps

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