Consumer Behavior

The study of consumers helps firms and organizations improve their marketing strategies by understanding issues such as: the psychology of how consumers think, feel, reason, and select between different alternatives; the psychology of how the consumer is influenced by his or her environment; the behavior of consumers while shopping or making other marketing decisions; limitations in consumer knowledge; and how marketers can adapt and improve their marketing campaigns and marketing strategies to more effectively reach the consumer. Understanding these issues and others helps us adapt our strategies by taking the consumer into consideration. By understanding the consumer, we will be able to make a more informed decision as to which marketing strategy to employ.
For the first category, a mundane product or service that cost $5 or less, I interviewed my friend Ben Umanous. Ben is a freshman in college, 19 years old. He is of Filipino decent but is essentially American. The product tha...