AAD 598 Study Guide - Quiz Guide: Consumer Behaviour, Market Trend, Moi University

• School: ASU
• Department: Architectural Administration and Management
• Course: AAD 598
• Professor: La Mont Chris

Document Summary

Consumer behavior is a branch which deals with the various stages a consumer goes through before purchasing products or services for his end use. It can also be defined as the study of individuals, groups, or organizations and the processes they use to select, secure, use, and dispose of products, services, experiences, or ideas to satisfy their needs and wants. The study of consumer behavior is concerned with all aspects of purchasing and consumption behavior as well as all persons involved in purchasing decisions and consumption activities. Research has shown that consumer behavior is difficult to predict, even for experts in the field. It concerns with modern marketing philosophy identify consumers" needs and satisfy them more effectively than competitors. 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 needs better and sooner than the competitors.