The term consumer behavior designates how consumers react and responds to the products or services that are offered in the market by an organization. It entails looking at the marketing segmentation variables that are used to classify consumers according to their characteristics and attitudes. Consumer behavior relies on particular issues that revolve around social settings, economical conditions and more importantly psychological factors. The most important element that influences market segment is the social cultural facet of the consumers’ lives. It asses the specific issues that direct consumers to purchases or use certain goods or services. The element of consumer behavior is important tool in marketing that enables the marketers to design goods or services that meet the needs of consumers (Steven, 2011).
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