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A Primer on Consumer Behavior by David W. Stewart

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CHAPTER 1

Consumer Behavior: The Foundation of Marketing

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This chapter provides an introduction to consumer and buyer behavior. We will generally use the term consumer behavior to refer to the activities of individual consumers and households and use the term buyer behavior to refer to the purchasing activities of organizations. It is important to note that consumer and buyer behavior includes many different types of activities from recognizing the need for a product or service, to obtaining information, to the actual purchase decision, to product use, and ultimately to product disposal.

At its most fundamental level, marketing is about influencing ...

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