Mackenzie_Chp. 4

Consumer Behavior 

In Chapter 4 I learned that the definition of Consumer Behavior is the process and activities people engage in when searching for, selecting, purchasing, using, evaluating, and disposing of products and services. This is a challenge faced by all marketers trying to influence the purchase behavior of consumers in favor of the product of service they offer. For example, for Visa, getting consumers to charge more purchases on their credit cards. For BMW, it means getting them to purchase a lease a car. Marketers' success in influencing purchase behavior depends in large part on how well they understand consumer behavior. Marketers need to know they specific needs consumers attempting to satisfy and how they translate into purchase criteria. They need to understand how consumers gather information regarding various  alternatives and use this information to select among competing brands, and how they make purchase decisions. 

https://www.consumerpsychologist.com/intro_Consumer_Behavior.html