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An in-depth exploration of consumer behavior, its processes, and its impact on marketing. It delves into the reasons why consumers use products to define their identities, the stages in the consumption process, the actors involved, and the various segments of consumers. The document also discusses the role of consumer behavior in our lives, its potential harm, and the different types of specialists who study it. Furthermore, it covers the two major perspectives that seek to understand consumer behavior and the disciplines involved in its study.
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Chapter 1
When you finish this chapter, you should understand why:
Consumer behavior: the study of the processes involved when individuals or groups select, purchase, use, or dispose of products, services, ideas, or experiences to satisfy needs and desires.
A consumer is a person who identifies a need or desire, makes a purchase, and then disposes of the product.
Understanding consumer behavior is good business
What are some products or services that are widely used by your social group?
Year Act 1951 Fur Product Labeling Act 1953 Flammable Fabrics Act 1958 National Traffic and Safety Act 1958 Automobile Information Disclosure Act 1966 Fair Packaging and Labeling Act 1966 Child Protection Act 1967 Federal Cigarette Labeling and Advertising Act Year Act 1968 Truth-in-Lending Act 1969 National Environmental Policy Act 1972 Consumer Products Safety Act 1975 Consumer Goods Pricing Act 1975 Magnuson-Moss Warranty- Improvement Act 1990 Nutrition Labeling and Education Act 1998 Internet Tax Freedom Act