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Consumer
Behavior
Smart marketing begins with understanding the needs of customers and developing a product to
solve this problem or requirement. Many theories have to be amalgamated to find the magic
notion of consumer behavior that will be able to lure customers to the product. Two of the major
psychological influences that constitute consumer decision making is product knowledge and
product involvement. Recently I happened to watch the movie "Steve Jobs" and got to know the
"Newton," which was Apple's first handheld device. The product went into a pitfall because of
its poor handwriting recognition and as well as due to the stylus incorporated in the machine.
Steve Jobs quotes, "when humans have ten styli, there is no need to invent one," operating it
through stylus was cumbersome. If the same product had come with a keyboard, it would have
been a massive success in the market with its ARM processor and expandable memory
