Case Study: Consumer Buying Behavior

Consumer buying behavior is the sum total of a consumer's attitudes, preferences, intentions, and decisions regarding the consumer's behavior in the marketplace when purchasing a product or service. The study of consumer behavior draws upon social science disciplines of anthropology, psychology, sociology, and economics. Consumer behaviour is a field of psychology that studies the way individuals spend money. Consumer behaviour is an important consideration in fields such as economics and marketing, since understanding how consumers make their decisions can help predict how consumers will react to different situations.

1) Market positioning does not include ?

Select one:

a.

Develop positioning for each target segment

b.

Develop marketing mix for each segment

c.

Develop profiles of resulting segment

d.

None of the above

2) Market segmentation does not include ?

Select one:

a.

Identify segmentation variables

b.

Develop profiles of various resulting segment

c.

Select the target segment

d.

Develop positioning for each target segment