If creating effective marketing strategies is the goal, then the study of consumer behavior
shall be the spirit and the path to success. The analysis of consumer behavior determines if
the marketing plan of a business will be successfully implemented and to achieve the ideal
result. So..here come’s the question. What exactly consumer behavior is? What does it
represent? “Consumer behavior is 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 needs and the impacts that these processes have on the consumer and
society” (Perner). To any kind of business, the study of consumer behavior is an
indispensable and extremely important part in terms of coming up a thorough marketing
plan. It can help firms and organizations understand issues such as the psychology and the
mindset of how their target customers think and select between alternatives, how the
consumers are affected by the environment, and how to improve their current marketing
strategies in order to make a more efficient approach to their customers (Perner).
Consumer behavior plays such an important role in terms of marketing strategies because
product decisions or buying decisions are made so many times per day. What am I wearing
today? Where should I get food tonight? Which market should I go for grocery shopping
after work? I suppose these questions sound pretty familiar to most of us. Again, consumer
behavior is all about how we people buy and utilize products and services. For marketers,
