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This article explores the role of consumer behavior in present marketing management scenario. The behavior that the consumers display in searching for, purchasing, using, evaluating, and disposing of products and services that they expect will satisfy their needs. Consumer behavior is influenced by various factors like individual, environmental, and decision making. And these factors may be helpful to marketers in their marketing. Marketing is all about understanding consumer needs and steering the customer toward your product by creating certain wants in the minds of the customer. To do this, marketers should be aware of the consumer buying behavior process. Consumer buying behavior process includes buyer recognition, information search, evaluation of alternatives, purchase decision, and post purchase decision. The first basic and general objective of this article is the analysis of the consumer behavior in relation to marketing management. It is examined through the origin and evolution of related studies. On the other hand, it also offers information relative to the influences perceived and detected in these developments. This article presents totally concept-based findings. This data allows us to offer an approximated picture of the consumer behavior in marketing management. As a result the role of a consumer behavior is pivotal to all strategies for marketing.
Introduction
The last 25 years have shown an effective development of intensive efforts and research oriented toward a better understanding of human behavior concerning its consumption activity. The knowledge and understanding of consumer behavior has become a basic task both at the entrepreneurial and institutional levels. Firms have realized that since consumers have adopted a more aggressive and demanding role, they have to modify their attitudes. At an institutional level, every government has necessarily to be aware about the quality standards of living and welfare of the people, consumption being a major issue of this awareness. The emergence of the studies on consumer behavior as an autonomous discipline is a phenomenon that took place in 1960s. It can be asserted that ever since, a significant advance has been made out, from an obscure and sporadic research toward a comprehensive effort in the study of all those aspects relevant to the knowledge of consumer behavior. Whether from a scholar or business approach, theoretical or empirical, published or not, this...