Consumer Behavior and Marketing Management Strategies 

Author(s)

Federico de Andreis ,

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Volume 8 - April 2019 (04)

Abstract

The study of consumers helps firms and organizations improve their marketing strategies by understanding issues such as how the psychology of how consumers think, feel, reason, and select between different alternatives (brands, products, and retailers) or are influenced by their environment (culture, media, family, social groups). This article aims to explain how the consumer behavior involves the study of how people - either individually or in groups -acquire, use, experience, discard, and make decisions about goods or services. The impact consumer behavior on the marketing management is also of relevance, in fact, a marketing campaign may have serious repercussions on the purchase of a product or a service and shall be calibrated on the customers’ needs and desires to be effective an efficient.

Keywords

marketing management, consumer behavior, marketing strategies, decision making, organizations, environmental management. 

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