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Consumer Behavior and Marketing

Marketers must exercise care in analyzing consumer behaviour. Consumers often turn down what appears to be a winning offer.

Consumer behaviour is purposeful and goal oriented. As we mentioned in the introduction, what looks like irrational behaviour to a manager is completely rational to a consumer.

The consumer has free choice. Consumers do not have to pay attention to your marketing communications. Messages are processed selectively. In most cases the consumer has several products from which to choose.


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