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Consumer behavior is the behavior that consumers display in searching for, purchasing, using, evaluating, and disposing of, products and services. The study of consumer behavior as a separate marketing discipline all started when marketers realized that consumers did not always react as marketing theory suggested they would. Many consumers rebel at using the identical products that everyone else used, instead they prefer differentiated products that they feel reflect their own special needs, personality and lifestyles.

Instead of trying to persuade customers to buy what the firm had already produced, marketing-orientated firms found that it was a lot easier to produce only products they had first confirmed, through research, that consumers wanted. Consumer needs and wants became the firm's primary focus. This consumer-orientated marketing philosophy came to be known as the marketing concept. (Consumer Behavior; Schiffman & L.L Kamuk).

In order for a company to decide what......

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Approximate Word Count: 2301
Approximate Pages: 10 (250 words per double-spaced page)

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