Consumer behavior is the study of individuals, groups, or organizations and the processes they use to select, secure, and dispose of products, services, experiences, or ideas to satisfy needs and the impacts that these processes have on the consumer and society. It blends elements from psychology, sociology, social anthropology and economics. It attempts to understand the decision-making processes of buyers, both individually and in groups. It studies characteristics of individual consumers such as demographics and behavioral variables in an attempt to understand people's wants. It also tries to assess influences on the consumer from groups such as family, friends, reference groups, and society in general.
All marketers know and admit that consumer behavior is an evolving business? Therefore, it is essential that we keep a pulse on what’s happening and evolving in society to stay in tune with marketing practice.
EMM recognizes that since the internet (and social media) every marketer has the potential (or is) a publisher nowadays. And although we believe that there are many brilliant marketing minds out there, we have more faith, believe and trust in the vision, knowledge and wisdom of established marketing authors. They have taken the effort and time to go through a thorough investigation and writing process to share their thoughts with the marketing public.
In our EMM Lib, you will find thorough reviews on the latest books on consumer behavior but we also want to share with you the latest thoughts on consumer behavior from some specialist marketing authors. You can read them here.