Consumer behavior basically studies how consumers think, feel and respond to products, as well as how they feel about the brands and manufacturers of these products. The business analysts study what these influences thoughts and behaviors have on the market, the motivation, as well as what impact they have on strategies and priorities of consumers. This information is taken, studied, and analyzed. The information is then used to help improve campaign and marketing strategies.
Consumer StudiesConsumer behavior courses are taken by students all over the world in many colleges. The introduction to consumer behavior classes teaches them how to forecast consumer behavior through analysis and observation. Their consumer behavior notes may include everything from individual group behavior to the impact that consumer decisions have on the rest of society. Consumer behavior classes look at motivation, strategies, priorities, marketing strategies, public policies, social marketing and consumer awareness. Some of the popular topics that are discussed in behavior lectures may be behaviors of consumers in the marketplace, personality and life of the individual, how consumers make decisions, consumer cultures and subcultures, internal and external influences and social responses, and how marketers use their information to predict the attitude of the market during a certain time period.
Consumer BehaviorÂ TextbooksSome of the popular textbooks that are used for behavior studies are: Consumer Behavior: Buying, Having and Being by Michael R. Solomon; Consumer Behaviors by Hanna, Wozniak & Hanna; Consumer Behaviors by Schiffman & Kanuk; Consumer Behavior by Henry Assael; Consumer Economic Issues and Behavior by Elizabeth Goldsmith; Consumer Behavior and Marketing Strategy by J. Paul Peter and Jerry Olson; and Consumer Behavior by Blackwell, Miniord and Engel.