Chapter 3Market Segmentation and Consumer Behavior
Contents
Markets and Market Segmentation
Consumer Behavior and Purchasing Decisions
High and Low-Involvement Decision Making
Before a marketing plan can be designed, it is necessary to fully understand the market—who your customers are. One should not make any marketing decisions until a thorough examination of the market is conducted. This chapter will explain how markets are identified, segmented, and how marketers learn to understand groups of consumers and their shopping behavior. We will conclude by looking at the process and some influences on the consumer’s decision-making process.
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