Principles of Marketing

Consumer is an individual who purchases or utilize things (goods) or services. Marketers are the people who offer these services. The most difficult questions for marketers are why consumers do what they do. Factors influencing consumers' buying behaviors are really complex. Consumer behavior is subjective to the consumer's characteristics and by the consumer's decision processes. Consumer characteristics consist of four major factors: cultural, social, personal, and psychological. A consumer's buying behavior is the outcome of the difficult relationship of each cultural, social, personal, and psychological factor. Consumer responses and also their buying behavior are mainly influenced by a person's ...