CONSUMER BEHAVIOR
the
philosophy that marketing strategies rely on better knowledge of the
consumer is known as marketing concept. The marketing concept states
that marketers first define the needs and wants of customer, to
accept this concept study of consumer behavior is essential. consumer
behavior can be defined as “mental
and physical activities of individuals who actually use the purchased
goods and services is called as consumer behavior.”
the
shift from sales orientation to marketing orientation did not occur
over night, this happened during year and year and just reached in
this stage. The present situation gives importance to consumer needs.
Companies make research for identify needs of consumer. As a part
companies concentrate on following things :-
importance
of consumer behavior
- providing a spur to consumer behavior research.
- Creating a more customer-oriented frame work for marketing.
- Encouraging measurement of the factors that affect customer purchase decision.
- Emphasizing market segmentation.
- Emphasizing product positioning to meet customer needs.
- Creating greater selectivity in advertising and personal selling.
- Creating more selective media for distribution.
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