Description

The Introduction/Chapter 1 explains why understanding consumer behavior is essential to marketing. The chapter is titled “Consumer Behavior: Its Origins and Strategic Applications.”

1. What is consumer behavior?
Consumer behavior studies how individuals and households decide what to buy, why they buy it, when they buy it, and how they use or dispose of products and services.

2. Development of the marketing concept
Businesses gradually moved from focusing mainly on producing and selling products to focusing on understanding and satisfying consumer needs.

3. The marketing concept
The central idea is: